How do charities and nonprofits handle consent differently?

B2B email consent requirements are generally more relaxed than B2C requirements in most jurisdictions, reflecting the assumption that business communications carry different expectations than consumer marketing. Under GDPR, for example, legitimate interest more readily applies to B2B communications where the content relates to the recipient's professional role. CAN-SPAM in the US doesn't distinguish between B2B and B2C, but CASL in Canada has specific provisions for business-to-business messages.

The practical differences affect list building significantly. B2B marketers can often reach out to prospects who haven't explicitly opted in, provided the communication is relevant to their professional responsibilities and includes proper identification and opt-out mechanisms. However, this softer approach doesn't mean B2B recipients have no rights. They can still opt out, and repeated unwanted contact damages your reputation and relationships.

Some jurisdictions blur the B2B distinction when the business contact is a sole proprietor or the email address is personal rather than corporate. A message to john.smith@bigcorp.com might qualify as B2B while john.smith@gmail.com used for business purposes might not. Understanding these nuances in your target markets prevents compliance mistakes. Regardless of legal minimums, treating business contacts with the same respect as consumers builds better professional relationships.