NCVO has set up a working group on opt-in fundraising ahead of changes to European Union law that will require charities to have “unambiguous” consent before contacting people.

Changes to EU General Data Protection Regulation mean that from the end of 2017 consent for use of personal data will have to be “freely given, specific, informed and unambiguous”.

The working group will develop proposals for how charities should move to a system which complies with the new rules, which are not expected to be implemented until the end of 2017. It will report to NCVO’s board before the summer.

It will be chaired by Mike Adamson (pictured), chief executive of the British Red Cross. The other members of the group are: Liz Tait, director of fundraising at Battersea Dogs and Cats Home; Eleanor Harrison, chief executive of Global Giving; Campbell Robb, chief executive of Shelter; Tim Hunter, director of fundraising at Oxfam; Mark Flannagan, chief executive of Beating Bowel Cancer and Nicola Dandridge, chief executive of Universities UK.

Adamson said: “Now is the time to put in place the principles and processes that will backstop charities' relationships with donors and the public.

“The new data protection rules will mean significant changes for some charities' fundraising strategies. The issues involved are potentially complex. Our group will endeavour to map out a path to give charities some confidence as they approach them.”

Sir Stuart Etherington, chief executive of NCVO, said: “The European rules move us to a system of unambiguous consent. This group will help charities understand what this means and the timescales involved for implementation.”

The working group will engage with the Information Commissioner’s Office, the Charity Commission and consult the charity, fundraising and direct marketing sectors.

Its full terms of reference can be found on NCVO’s website.