So in an effort to stay on top of GDPR, we thought a good place to start would be with your opt-ins. While we won’t cover each and every regulation in detail (we’ve covered that previously in our posts Understanding GDPR and The Arts, and Getting Ready for GDPR with Ticketsolve); we will give you some examples on how to craft your opt-in statement.
Crafting a Compliant Opt-In Message
As per the new regulations, you are probably aware that you cannot simply say:
“Would you like to receive emails from us”
While the old regulations did allow for this type of simple opt-in, GDPR requires you to provide more information to customers regards the opt-in. When coming up with a GDPR compliant statement, think about whether you are providing enough information to the customer so that they know:
- Why are you collecting this information?
- How often will they receive things from you?
- How can they withdraw consent from the service to which they are opting-in?
If you keep the above in mind, you will have a really strong, compliant opt-in statement.
Opt-In Messages for The Arts
Let’s look at a few examples in the context of the arts and ticketing.
Email marketing:
“Tick this box to receive updates from us via email. We will send you one main email every month highlighting what’s on and we’ll also send you relevant info based on the shows that you are interested in. Remember, if in the future you would like us to stop sending you these emails there will be a unsubscribe button at the bottom of each email.”
For sending your customer the brochure and any other mail:
“Tick this box to receive our ‘what’s on’ brochure via post. We’ll post our brochure to you three times a year and occasionally send you specific mail about certain shows and offers that may interest you. If at any stage you want us to stop sending you these, either go to the website, login and go to your account page to change your preferences or call the box office on (telephone number).”
For fundraising at your organisation:
“Tick this box if you would like to hear about our fundraising activities. We will get in touch occasionally to let you know how your, and other customers’, donations are making a big difference. If at any stage you want us to stop sending you these emails, either go to the website, login and go to your account page to change your preferences or call the box office on (telephone number).”
You may also want to add a link to more information about your fundraising activities within the above statement and it may be an idea to link your customers to your privacy policy as well.
