Keychange Marketing, Fundraising and Website Privacy Notice

  • Introduction 
  • Who we are
  • Informing us of changes to your personal information
  • Lawful basis for processing your data 
  • The types of data we collect about you 
  • How we collect your personal information 
  • How we use cookies on our website 
  • How we use your personal information 
  • Building our understanding
  • Retaining your information 
  • Sharing your information 

1. Introduction

1.1 We are Keychange, a registered charity aiming to ensure that every person has a fullness of life through the unconditional love of a supportive community. Your support and engagement (including through enquiring about our care and housing communities, fundraising or donating towards our work and participation in our campaigns/events) enables us to work toward achieving our mission. When we engage with you, we often receive your personal information (for example, your name, address, and email address).

1.2 At Keychange, we are committed to respecting your privacy and protecting your personal information. We promise to respect all personal information you share with us, or that we receive from other organisations, and to keep it safe. We will be clear about when we collect your personal information, and we will not do anything you would not reasonably expect us to.

1.3 This privacy notice, together with our Privacy Policy, explains how and why we use your personal information, ensuring you remain informed and in control of your data.

2. Who we are

2.1 Keychange is a registered charity (Charity Number: 1061344. In this notice, we refer to Keychange as “we,” “us,” and “our.”

2.2 Our Data Protection Officer is responsible for any questions related to this privacy notice. If you have any questions, including requests to exercise your rights, please contact the Data Protection Officer using the contact details below.

2.3 Keychange is registered as a data controller with the Information Commissioner’s Office under the Data Protection Act 2018, and our registration number is Z7131777

2.4 Our full contact details are as follows:

3. Informing us of changes to your personal information

3.1 It is important that the personal information we hold about you is accurate and up to date. You can update your details by contacting us via any of the contact details above. 

4. Lawful basis for processing your data

4.1 We may only collect and process your personal information when the law allows us to. Most commonly, we will use your personal information in the following circumstances:

  • Where we need to process your personal information for our legitimate business needs or those of a third party;
  • To comply with a legal obligation;
  • To protect your vital interests;
  • Under the performance of a contract; or
  • With your consent.

4.2 We will only use your information for the purpose it was collected for, or for closely related purposes. Should the reason for processing change, we will let you know in advance.

4.3 Legitimate interest – Legitimate interests refer to Keychange’s interests in carrying out our work to provide you with the best service/products and the most secure experience. When we process your personal information for our legitimate interests, we ensure that any potential impact on you and your rights under Data Protection law and GDPR is balanced. We will always ensure that your personal data is not used where our interests are overridden by the impact on you, unless we have your consent or are required by law.

4.4 Consent – We may seek consent as the lawful basis to process your information at the time it is collected. We will ask you to tick a box or provide a signature to confirm that you agree to Keychange processing your data. We will inform you:

  • What the information will be used for;
  • Who will have access to it;
  • Who it will be shared with;
  • How long we will hold it before deleting it;
  • How we will ensure the data is stored safely and securely.

Where the processing of your data is based on consent, you have the right to withdraw that consent at any time.

5. The types of data we collect about you

5.1 Personal information is any information relating to an identified or identifiable individual. We may collect, use, store, and transfer different kinds of personal information about you when we engage with you, including:

  • 5.1.1. Identity information: your name, gender, date of birth, username, and social media IDs or similar identifiers.
  • 5.1.2. Contact information: your billing address, delivery address, email address, and telephone numbers.
  • 5.1.3. Donation/transaction information: details about donations you have made and payments to and from you (including bank and credit card information), tax details for Gift Aid, and other details of products and services you have purchased from us.
  • 5.1.4. Technical information: your internet protocol (IP) address, browser type and version, time zone setting, location, browser plug-in types and versions, operating system, and platform, as well as other technology on the devices you use to access our website.
  • 5.1.5. Usage information: information about how you use our website.
  • 5.1.6. Contributions: any content you provide, such as your image, videos, voice recordings, and/or biographical material. More details may be set out in any consent or release form you provide to us.
  • 5.1.7. Marketing and communications information: your preferences for receiving marketing from us and third parties, and your communication preferences.
  • 5.1.8. General information: When we refer to personal information in this notice, it may include any or all of the above.

5.2 We may also collect, use, and share aggregated information, which includes statistical or demographic data. Aggregated information may be derived from your personal information but is not usually considered personal data because it does not directly or indirectly reveal your identity. For example, we may aggregate usage data to calculate the percentage of users accessing a specific feature on our website. However, if we combine or connect aggregated information with your personal information in a way that allows us to identify you, we will treat the combined data as personal information in accordance with this privacy notice.

5.3 We do not generally collect special categories of personal data (e.g., details about your race or ethnicity, religious or philosophical beliefs, sexual orientation, political opinions, trade union membership, or health data). If we do collect such data (e.g., to ensure equity, diversity, and inclusion), we will take care to ensure that this information is anonymised.

6. How we collect your personal information

6.1 We collect personal information in the following ways:

  • 6.1.1. Directly from you: for example, when you donate, fundraise, sign up for an event, purchase products, enquire about our services, or otherwise communicate with us.
  • 6.1.2. Indirectly from third-party fundraising sites: when you share information with platforms like Stewardship or CAF, who may pass your data to us if you choose to support us.
  • 6.1.3. Social media: we may receive information from your use of social media (e.g., Facebook, Twitter, YouTube) depending on your settings or the privacy policies of these platforms.
  • 6.1.4. Public sources: we may receive information from reputable public sources, such as newspapers, LinkedIn, or Companies House, as well as third-party organisations to understand your preferences and potential to donate.
  • 6.1.5. Cookies and automated technologies: we may automatically collect technical information about your equipment, browsing actions, and patterns through cookies, server logs, and other similar technologies.
  • 6.1.6. Third parties: we may receive personal information from various third parties, including technical data from analytics partners (e.g., Google), payment and delivery service providers (e.g., Stripe), and lifestyle and demographic insight data from segmentation/marketing partners.

 

7. How we use cookies on our website 

7.1 Cookies are small text files that are placed on your computer by the sites that you visit. Keychange uses cookies to enable our website to function effectively, to improve your experience and to determine and improve the effectiveness of our website and marketing campaigns.

7.2 We use three types of cookies on website: 

7.2.1 Cookies to improve your experience – we use a small number of cookies on our website to help you get the best experience. We use websites like YouTube and Vimeo to embed videos, and they may also send you cookies. We don’t control the setting of these cookies, so check those websites for more information.

7.2.2 Google Analytics cookies collect information about how visitors use a website and help us to continually improve our website. For instance, which pages visitors go to most often and if they get error messages from web pages. These cookies don’t collect information that identifies you. All information these cookies collect is aggregated and therefore anonymous. If you don’t want Google to include you in this information, you can install the Google Analytics Opt Out Tool.

7.2.3 Paid advertising (Google and Meta) – we use cookies from third parties to measure the effectiveness of paid advertising to ensure the money we spend is used effectively. They also enable us to either service advertisements to or exclude people who have visited our websites. Cookies from Google and Meta allow us to track traffic to our website to tell us if our marketing campaigns are successful, and ensure we are spending our advertising budgets as efficiently as possible. If you don’t want to see adverts from us based on that information, you can use Google’s Ad Personalisation Tool.

7.3 For more information about cookies and how to delete them, visit www.aboutcookies.org or www.allaboutcookies.org.

8. How we use your personal information

8.1 We will not sell your personal information. We will contact you in ways that align with your expectations and the materials you would expect to receive from us.

8.2 Our communications may include information about our objectives and work, the care and housing services that we offer, the activities we fund, the impact of your support, and requests for donations, fundraising, or other support. We will use your personal information to tailor and target our communications.

8.3 We will use your personal information:

  • 8.3.1. To send marketing emails or SMS texts where we have your consent.
  • 8.3.2. To contact you by phone where we have your consent.
  • 8.3.3. To send marketing and fundraising communications by post (or engage with you in other ways) based on our legitimate interests (or those of a third party).
  • 8.3.4. For fundraising activities (e.g. by analysing supporter demographics and donation history).
  • 8.3.5. For research and analysis purposes (e.g., inviting you to surveys or improving website content).
  • 8.3.6. For the provision of services or administration (e.g., managing donations, events, or enquiries).
  • 8.3.7. For fraud prevention, money laundering checks, and legal claims.

9. Building our understanding

8.1 We may build our understanding of you by using profiling and screening techniques to better understand your background, interests, and donation potential. We will use your information and data from public sources and third-party providers to enhance our communication with you.

8.2 If you do not wish for us to build our understanding of you in this way, please contact us on the details provided in 2.4 

10. Retaining your information

10.1 We will retain consent you have provided for email marketing for 36 months from your last engagement with us. For postal communications based on legitimate interest, we may retain your data for up to 60 months (5 years).

10.2 We may retain personal information for other purposes, such as compliance with financial and legal obligations.

11. Sharing your personal information

10.1 We may share your personal information with third-party service providers (e.g., for postal mail, data analysis, or payment processing). These companies will only use your data as necessary to deliver their services.

10.2 We undertake thorough checks on our service providers and work closely with them to ensure your data is protected.

10.3 We may need to disclose your personal information to the police, regulatory bodies, or legal advisors if required

10.4 We will only share your data with your explicit consent or where legally required.

10.5 Some of our suppliers may operate outside the European Economic Area (EEA), but we will take steps to ensure they comply with UK data protection laws.