An unsubscribe option is a link that lets the email recipient opt-out (withdraw their consent) of receiving future emails.

Opt-in means the recipients of the email messages actively agree to receive emails from your non-profit. Email recipients typically opt-in by subscribing to an email list.

Fundraising means activities conducted by or on behalf of a charity with the primary purpose of raising funds to support the charity. Electronic messages sent by or on behalf of a charity for fundraising are exempt from the application of CASL. If the charity sends other kinds of electronic messages to the public then it will have to follow CASL rules.

A registered charity is a technical term for a non-profit that has been given the designation of charity by the Canada Revenue Agency (CRA) for income tax purposes. Only charities can issue tax receipts for charitable donations.

Commercial purposes means encouraging participation in a commercial (for profit) activity such as selling tickets to shows or listing fees for services. The activities of non-profits and charities may be commercial if they involve selling to the public.

Canada’s Anti-Spam Law (CASL) sets out the rules about these types of messages which are also known as CEM or commercial electronic messages.

Electronic messages are messages sent by any electronic means such as email, text, instant message, and tweet. When sent to a group of people such as to the members of your non-profit or the public, these messages may be considered spam (unsolicited or junk) and Canada has rules about spam.