Opt-in a bigger issue than the Fundraising Preference Service, says Etherington

Opt-in a bigger issue than the Fundraising Preference Service, says Etherington: "EU rules which will require donors to opt in to fundraising communications are “a bigger issue” for charities than the Fundraising Preference Service, Sir Stuart Etherington, chief executive of NCVO, has said in an interview published today.
Etherington, who was interviewed at length for the relaunched Governance and Leadership magazine, also said that the fundraising crisis was inevitable due to “crude” and “industrial scale” fundraising techniques, and because no charity was thinking about the sector as a whole.
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