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The purpose of this digital ethics code is to lay out the principals of conduct that should be practised by charities in digital activities such as increasing their reach using social media and using donor data to inform fundraising campaigns.

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This distinction is important, because what organisations can do with digital data – as opposed to what they ought to do – is already governed and restricted by rules and regulations such as the General Data Protection  Regulation (GDPR). This places a number of obligations on organisations that collect and use digital data about people, including:

Asking for permission to collect and store data about users

Asking for permission to sell any personal data that has been stored

Giving users the right to request that data about them is deleted

Giving users access to personal data that has been collected and stored

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Why is digital ethics important?

Trust is a concept that is key to the charity sector because without trust charities cannot exist and thrive. That means that every charity has to have its own clear ethical standards which govern what it will and will not do, who it will and will not deal with, how it will and will not treat its service users, suppliers and partners, and so on.