Profiling is a difficult thing to define, but it's basically where an organisation tries to find out how you'll act in future, based on what you've done so far or other key bits of information known about you. It could be the difference between us asking you for a £5 donation because you've given that amount before, or us asking you for a £500 donation because you told us your £3M yacht is called YachtyMcYachtface.
The easy difference between 'profiling' or not (but still a bit of a grey area) is did we get the information directly from you, or from some other research we did about you? If we want to do some deeper research we should ask you if that's ok - and you can tell us you don't want this to happen at any time.
As advised by the Information Commissioner's Office, and to fit in with the overall ethos of our Supporter Promise, we've decided not to do 'profiling' without an individual's consent. Best practice says only to do what someone might 'reasonably expect' us to do. Below is what we've decided to do (covering a bit more than just profiling) and we'll let you know if this changes.
We will ask your permission before:
- Researching things which might indicate the size of donation you could give, such as publicly available information like house value, share-holdings, or information you have provided to market researchers
- Sending you newsletters, magazines, appeals or petitions
- Using your story or photos publicly to inspire others
- Sharing your data with a third party (except those we legally have to, or we contract with)
- Making use of who you might know because of services such as LinkedIn, or by using publicly available lists of trustees or board memberships. This could help us with applications to companies or trusts, or introductions to speakers for our events
We think you'd expect us to:
- Look at donations you've already given us, sort them by date, subject which interested you, frequency and amount, and use this to decide if and when we ask you again
- Look at campaigns which inspired you and petitions you signed, and use this to decide how to inspire you for future campaigns, and to see which campaigns have been popular, cost effective and successful
- If you're in the public eye, do a quick internet search to see if you have ever expressed an interest in mental health issues, before we say hello
- Send you a survey every couple of years to find out your reading habits, age and interests, to see if we can provide more articles or information of use to you
- Put adverts on social media which display for people who’ve shown an interest in charities or mental health – but without knowing who you are or your personal details (and you can ignore or block those ads at any time)
- Validate your address with a postcode search function, to make forms shorter and simpler. We don't use any wider information from a postcode search for marketing.
Things we might have to do legally or contractually:
- Send your name and address to HMRC if you have said it's ok to Gift Aid your donation
- Set up your membership, send Direct Debit confirmation or queries, or send you something you asked for
- Check IP addresses to keep our website safe (an IP address identifies your phone or computer, not your name or address)
Or we might be caring for you through a local authority or the NHS.