July 2025

Dear Reader,

As Wimbledon excitement builds and the heatwaves return once more (to the point I’ve had to get creative with ways to stay cool in the office. Results have been, well, mixed, so any suggestions would be welcome), we’ve got fresh insights, updates, and opportunities to support your charitable work. Let’s serve up this month’s edition…

Latest from Our Office

Early Bird tickets are still available for the three-day event, so don’t miss out on this and other sessions that explore the best data-driven strategies for fundraising success.

We’re also excited to announce that we are now partners with Care2, offering our integration and reporting services for its network of campaigners. Expect to hear more about this latest collaboration soon!

In other news, we’re refining our Data Health Check service following feedback — it now includes a new section on data governance, helping charities better understand roles, responsibilities, and data access in times of staffing changes. Want us to run one for you? Let’s chat.

Insight of the Month

Each month, we will look at industry trends, client feedback, or dive into our team's expertise to provide data-driven recommendations that help you stay ahead of the curve. This month, we look at Donor Retention in a Tightening Giving Landscape.

The UK Giving Report 2025 shows that only 50% of people donated in the past year, down from 58% in 2019. With fewer donors available, keeping the ones you have isn’t just beneficial — it’s vital. Prioritise retention strategies: tailored communications, regular checking-in, and opportunities for deeper connection. After all, it’s easier (and often more cost-effective) to deepen an existing relationship than to find a new one.

You can also find more helpful tips on donor retention in our blog post from last year.

Hints and Tips

Embracing the Charity AI Task Force’s Call

The newly formed Charity AI Task Force is urging government and sector-wide collaboration to tap into AI’s potential. You don’t need cutting-edge AI to get started:

• Pilot a simple chatbot to answer supporter FAQs.
• Join or host peer roundtables on AI implementation. The Task Force is actively running focus groups to share early lessons and build trust across the sector.
• Map AI use across your organisation: Start by noting where you already use simple AI tools (e.g. scheduling assistants or chatbots). Document the purpose, ethical considerations, and user impact. This helps build accountability and confidence before scaling.
• Engage with government and funders: The Task Force is calling for more sector voices in shaping AI-related policy and investment. Consider nominating someone on your team to respond to consultations or join advisory groups

At ADA, we’re actively exploring responsible AI adoption ourselves, starting with Notebook LM for internal knowledge management and N8N to support smarter, low-code automation and system integration. We’ll keep you updated as we test and refine our approach!

Upcoming Events

Conferences & Workshops

• ​Charity Content Conference​
  ​10 July 2025 – London & Online​
  Designed for communications teams, with a focus on content planning and digital storytelling.
• ​CCLA Investment Seminar​
  ​16 July – Newmarket​
  The latest in a series of seminars hosted throughout the year, the Investment Seminar focuses on sharing the best practices in managing your charity’s investments.
• ​Evelyn Partners Charity Conference​
  ​17 July 2025 – Bristol
  ​Part of a national series, this in-person morning conference in Bristol will examine market trends, regulatory changes, and financial strategy for charities, followed by a networking lunch.

Legislative Update: Preparing for the Soft Opt-In Changes

A major change is on the horizon for UK charities and non-profits. With the recent royal assent of the Data (Use and Access) Act on 19 June 2025, the “soft opt-in” exemption — previously reserved for commercial organisations — will soon apply to charities. This means charities will be able to send direct marketing messages via email or text to individuals who have previously expressed interest or support, without needing explicit prior consent. However, certain conditions must be met: communications must relate to similar charitable purposes, recipients must have the chance to opt out at every contact, and the data must be collected fairly and transparently.

This update presents a potentially transformative opportunity for the sector. According to the Fundraising Regulator and ICO, enabling responsible use of the soft opt-in could unlock up to £290 million in additional donations annually. But to make the most of this opportunity (and, most importantly, stay compliant), organisations will need to ensure their data collection processes are clear, that preference management is robust, and staff are trained on opt-out protocols and legitimate interest frameworks.

It's important to note that the new rules will only apply to data collected after the legislation is enacted; existing contacts won’t automatically fall under the exemption. More detailed guidance is expected later this year, but now is the perfect time for organisations to review their practices, assess legal bases for communication, and prepare for a more engaged future.

You can read more at the Fundraising Regulator.

Words from the Founders

For this edition, Mike has found a way to blend his excitement about Wimbledon with some true words on the importance of playing the long game.

"Tennis isn’t about the flashy winners. It’s about staying in the match. Being strategic. Conserving energy. That’s something I often think about in the charity space, where we’re always being asked to do more with less. Quick wins are important, but they only get you so far.

What really moves the dial is a long-term view; building reporting you can reuse, making your data processes sustainable, and giving your team time to reflect as well as react. That’s the game we’re playing at Actually Data Analytics — helping charities stay in control, stay sharp, and stay in the match."

— Mike Guy

Thank you for being an essential part of the ADA community. We’ll be back next month with another round of highlights from across the third sector, but in the meantime, we encourage you to share this latest edition or invite your peers to subscribe.

Enjoy the sunshine and remember to stay hydrated!

Until next time,