Under the new data protection law starting in May 2018 we have a number of lawful reasons that we can use (or 'process') your personal information. One of the lawful reasons is called 'legitimate interests'.
Broadly speaking Legitimate Interests means that we can process your personal information if:
- We have a genuine and legitimate reason and we are not harming any of your rights and interests
So, what does this mean? When you provide your personal details to us we use your information for our legitimate business interests to carry out our work protecting, restoring and creating woodland across the UK. Before doing this, though, we will also carefully consider and balance any potential impact on you and your rights.
Some typical examples of when we might use the approach are for preventing fraud, direct marketing, maintaining the security of our system, data analytics, enhancing, modifying or improving our services, identifying usage trends and determining the effectiveness of our campaigns and fundraising.
The vision of the Woodland Trust is for “A UK rich in native woods and trees, for people and wildlife.”
And our objective is to:
“Conserve, restore and re-establish trees and in particular broad-leaved trees, plants and all forms of wildlife and thereby to secure and enhance the enjoyment by the public of the natural environment.”
The Trust will use various ways to achieve our mission and to support our objectives: we believe that people who share our values would love to know how to support us. We will process the personal information you have supplied to us to conduct and manage our business to enable us to give you the most appropriate marketing, information, service and products and provide the best and most secure experience. These are what we consider to be our 'Legitimate Interests'.
The following are some examples of when and why we would use this approach in our work helping woods and trees:
• Direct Marketing: We will contact you by post and telephone with marketing and fundraising asks which further the aims and objectives of the Trust. We will make sure our communications are relevant to you, tailored to your interests.
• Ordering online: In order for us to process an order, payment has to be taken and contact information collected, such as name, delivery address and telephone number, provided. The seller would also need to record the transaction.
• Your best interest: Processing your information to protect you against fraud when transacting on our website, and to ensure our websites and systems are secure.
• Personalisation: Where the processing enables us to enhance, modify, personalise or otherwise improve our services/communications for the benefit of our supporters.
• Research: To determine the effectiveness of promotional campaigns and advertising and to develop our products, services, systems and relationships with you. We may also carry out research on donors and prospective donors using information that is publically available e.g. company websites, news articles, LinkedIn, Twitter, Companies House or from third party subscription information services such as Factary.
• Due Diligence: We may need to conduct investigations on supporters, potential customers and business partners to determine if those companies and individuals have been involved or convicted of offences such as fraud, bribery and corruption.
We will also hold information about you so that we can respect your preferences for being contacted by us.
When we process your personal information for our legitimate interests, we will consider and balance any potential impact on you and your rights under data protection and any other relevant law. Our legitimate business interests do not automatically override your interests – we will not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
Remember, you can change the way you hear from us or withdraw your permission for us to process your personal details at any time by using our contact form on the 'Contact Us' page or by using our online Permission Portal.
This document was last updated: August 2018 (LI180817)