Alder Hey Children's Charity,

E Prescot Rd.,


L14 5AB

+44 151 252 5716

Privacy Policy

Alder Hey Children’s Charity is committed to protecting your privacy. This policy sets out how we will use and protect any information you share with us (updated May 2023)


This Privacy Policy applies to the collection, use and disclosure of information by Alder Hey Children’s Charity and its affiliated companies. This Privacy Statement does not apply to third party web sites that may be accessible through hyperlinks on our website, which have their own privacy policies that we encourage you to review.

This Policy explains how Alder Hey Children’s Charity collects, uses, and discloses information about its donors or other individuals who visit our website.

What this privacy and cookie policy covers

Alder Hey Children’s Charity (AHCC) is committed to protecting your personal information, whether you are a donor, volunteer, shopper or campaigner. This policy explains how the AHCC and all of its subsidiaries collects and uses the personal information you provide to us and that we collect, whether online, via phone, email, in letters or in any other correspondence.

We ensure that we use your information in accordance with all applicable laws concerning data protection of personal information.

This policy explains:

• What information the AHCC may collect about you;
• How we will use that information;
• Whether we disclose your details to anyone else;
• Your choices regarding the information you provide to us; and
• How we use cookies to provide services to you or to improve your use of our website.

If you have any queries about this privacy and cookies policy please contact Head of Charity Operations, Alder Hey Children’s Charity, Eaton Road, Liverpool, L12 2AP or email

Whilst using our website, software applications or services, you may be required to provide personal information (name, address, email, account details, etc.). We will use this information to administer our website, applications, client databases and marketing material. We will ensure that all personal information supplied is held securely in accordance with the GDPR Regulations. You have the right at any time to request a copy of the personal information we hold on you. Should you wish to receive a copy of this, or would like to be removed from our database, please contact us at

Who we are

We are a registered charity which raises money to make Alder Hey Children’s Hospital a truly world-class, patient-friendly hospital. Through providing funds for life-saving medical equipment, pioneering research and world-class facilities for patients and families, we make a crucial difference to the 330,000 patients and families who visit Alder Hey every year.
Our registered charity number is 1160661 in England and Wales. We are also registered as a company in England and Wales under registration number 09389239.

Alder Hey Promotions Limited a registered company in England and Wales: number 08019977, is a wholly owned subsidiary of AHCC which trades on its behalf selling Alder Hey merchandise and oversees our brand licence agreement. Within the context of this policy ‘we’ means both the charity and its subsidiaries.

Information collection

We collect information in the following ways:

• Information you give us. For example, when you engage with our social media or message boards, make a donation to us, register for an event or otherwise provide us with personal information. When you register, we’ll ask for personal information, like your name, email address and telephone number to store with your account. All this information requires a direct action by you at that time in order for us to receive it

• Information we get from your use of our website and services. We collect information about the services you use and how you use them, like when you watch a video on YouTube or Vimeo, visit our website or view and interact with our ads and content.
We may also receive information about you from third parties. This can include information such as your name, postal address, email address, phone number, your geographic location (for mobile devices), credit/debit card details and whether you are a tax payer so that we can claim Gift Aid. We, like all companies, are able to confirm what browser you are using, IP address and computer operating systems that are being used and this information may be used to improve the services we offer.
Wherever possible we use aggregated or anonymous information which does not identify individual visitors to our website. By submitting your details you enable us (and where applicable any suppliers we may use) to raise funds and to provide you with the goods, services, information, activities or online content you select and any other related services AHCC may provide.

We do not usually collect ‘sensitive personal data’ about our supporters unless there is a clear reason for doing so, such as participation in a marathon or similar fundraising event or where we need this information to ensure that we provide appropriate facilities or support to enable you to participate in an event. We may collect health information if you tell us about your experiences of the hospital (for example if you act as a case study for us) however we will make it clear to you when collecting information as to what we are collecting and why

Website users

AHCC website use cookies to help our website work well and to track information about how people are using them. More information on cookies can be found further down the page.

In addition, if you submit your information via our website then the following will also apply:

• AHCC website collects personal information when you register with us.
• The website will collect information such as your name, email address and post code.
• As part of the registration process, you agree that any registration information you give to AHCC will be accurate, correct and up to date.
• We collect and retain information about your transactions with us so that we can process your transactions and deal with future queries.
• We use cookies to allow us to store limited information on an individual’s computer to either track them through tracking cookies or to allow people to have automatic logons as an example. We use this information to provide you with a good experience when browsing our website and to improve the functionality of our site.

Your debit and credit card information

If you use your credit or debit card to donate to us, buy something or pay for a registration online or over the phone, we will ensure that this is done securely and in accordance with the Payment Card Industry Data Security Standard. Find out more information about PCI DSS standards.

We do not store your credit or debit card details at all, following the completion of your transaction. All card details and validation codes are securely destroyed once the payment or donation has been processed. Only staff authorised and trained to process payments will be able to see your card details.

If we receive an email containing any credit or debit card details, it will be immediately deleted, no payment will be taken and you will be notified about this. All purchases or donations should be completed through the donation page or online shop on our website or via our fundraising team by calling 0151 252 5716.

Alder Hey Children’s Charity will not sell or rent your personally identifiable information to anyone.

Choosing how we use your data

We understand that you trust us with your personal information and we are committed to ensuring you can manage the privacy and security of your personal information yourself.

With respect to the information relating to you that ends up in our possession, and recognising that it is your choice to provide us with your personally identifiable information, we commit to giving you the ability to do all of the following:

• You can verify the details you have submitted to Alder Hey Children’s Charity by contacting us. Our security procedures mean that we may request proof of identity before we reveal information, including your e-mail address and possibly your address.
• You can also contact us by the same method to change, correct, or delete your personal information. Please note though that, if you have shared any information with others through social media channels, that information may remain visible, even if your account is deleted.
• You can unsubscribe from receiving marketing emails from us by clicking the “unsubscribe” link at the bottom of any email. Once you do this, you will no longer receive any emails from us.
• You can request a readable copy of the personal data we hold on you at any time. To do this, please contact us 0151 252 5716 or email

How we may use your information

We may use your information for a number of purposes including the following:

• To provide you with the services, products or information you have requested or which we feel may interest you where you have consented to being contacted;
• To process donations we may receive from you;
• To fundraise in accordance with our internal policies and procedures;
• To provide you with information about our work or our activities that you have agreed to receive;
• To fulfil sales contracts you have entered into with us;
• To invite you to participate in interactive features on our website when you choose to do so;
• For administration purposes (for example we may contact you regarding a donation you have made or the event you have registered for);
• For internal record keeping, including the management of any feedback or complaints;
• To use IP addresses to identify your approximate location, to block disruptive use, to record website traffic or to personalise the way our information is presented to you;
• To analyse and improve the services offered on our sites to make it as user-friendly as possible;
• To show you adverts online and on social media about our campaigns, projects etc we think they may be interested in;
• We may analyse the personal information we collect about you and add publicly available information to create a profile of your interests, preferences and level of potential donations so that we can contact you in the most appropriate way and with the most relevant information;
• Where it is required or authorised by law; and
• We may assess your personal information for the purposes of credit risk reduction or fraud prevention.
If you enter your contact details into one of our online forms, we may use this information to contact you, even if you don’t click ‘submit’ on the form. We will do this to see if we can help with any problems you might be experiencing with the form or with our website, or to see if you would like to continue the action you were taking on the form.

Marketing materials

We may contact you for marketing purposes by email or text message if you have agreed to be contacted in this manner. By subscribing to AHCC emails or opting in to email communication from AHCC, you grant us the right to use the email for both email marketing purposes and advertisement targeting. We may also send you service communications via email or text, for example where you place an order for goods or services on our website, or you have made a donation by text.
If you have provided us with your postal address or telephone number we may send you direct mail or telephone you about our work unless you have told us that you would prefer not to receive such information.
It is your choice as to whether you want to receive information about our work, how we raise funds and the ways you can get involved. If you do not want us to use your personal information in these ways please tick the relevant box situated on the form on which we collect your data.

You may opt-out of our marketing emails at any time by clicking the ‘unsubscribe’ link in at the end of our marketing emails.

You can also change any of your contact preferences at any time (including telling us that you don’t want us to contact you for marketing purposes by telephone, or by post) by contacting our office on 0151 252 5716 or

We will not use your information for marketing purposes if you have indicated that you do not wish to be contacted for such purposes. However, we will retain your details on a suppression list to help ensure that we do not continue to contact you.

Information sharing and disclosure

The AHCC may share your personal information with other AHCC entities, trading subsidiaries, suppliers or service providers only to provide the products or services you’ve requested from our site(s) where, for example, we use a separate company to deliver goods to you.

AHCC may share your information with our data processors. This would include our trusted partners that work with us in connection with our charitable purposes, and other entities that act as fundraisers for AHCC, sell AHCC products or provide AHCC information and marketing (subject to your communication preferences and our internal policies and procedures). We require these third parties to comply strictly with our instructions and data protection laws and we will make sure that appropriate controls are in place. We enter into contracts with all of our data processors and regularly monitor their activities to ensure they are complying with AHCC policies and procedures.

Rest assured, we will never share, sell or swap your details with any third parties for the purposes of their own marketing or the monetising of your data.

We may disclose your personal information to third parties if we are under a duty to disclose your personal data in order to comply with any legal obligation (for example to government bodies and law enforcement agencies), or in order to enforce or apply our rights (including in relation to our website or other applicable terms and conditions) or to protect the AHCC, for example in cases of suspected fraud or defamation.

Under 18s

We are committed to protecting the privacy of the young people that engage with us.
Our fundraising events request specific information about the age of participants. If you are under 18 and would like to get involved, please ensure that you have consent from a parent or guardian before giving us your personal information. When we collect data about a child or young person aged under 18 we will make it very clear as to the reasons for collecting this data and how it will be used.

Vulnerable Supporters Policy

We are committed to protecting vulnerable supporters. Please refer to our Vulnerable Supporters Policy on our website.

Inappropriate website content

If you post or send any content that we believe to be inappropriate, offensive or in breach of any laws, such as defamatory content on our forums or social media pages, we may use your personal information to inform relevant third parties such as your internet provider or law enforcement agencies.

Keeping your records

We keep records for as long as required to operate the service in accordance with legal requirements and tax and accounting rules. Where your information is no longer required, we will ensure it is disposed of in a secure manner.


Cookies make the interaction between users and websites faster and easier, and help to improve websites. Without cookies, a web site could not remember a user’s preferences.

Websites use cookies mainly because they save time and make the browsing experience more efficient and enjoyable.

Cookies also enable websites to monitor their users’ web surfing habits and profile them for marketing purposes.

What cookies do Alder Hey Children’s Charity use?

We have classified our cookies according to the categories proposed by the International Chamber of Commerce.

None of the cookies used on our website gather personal information about you.

Strictly Necessary Cookies

These cookies are essential for the operation of our website. They:
• Check if a user has closed the Cookie Notification bar at the top of the site.
• Below are the names of the strictly necessary cookies used by Datalaw.
Cookie name and Description
user_accepted_cookies Alder Hey Children’s Charity session cookie

Performance Cookies

These cookies collect information about how our website is used. The purpose of these cookies is to help us improve our website, and to report website usage for reasons such as rights reporting to music collecting societies. They:
• Check anomalies and as a back-up in respect of Google Analytics, which is tracking software supported by Google. This software is used to validate Comscore data, our official tracking tool.
• Below are the names of the performance cookies used by Datalaw:
Cookie name and Description
_utma, _utmb, _utmc, _utmz Google Analytics user tracking

The cookies that we use can be broken into four categories:

1. Cookies which are necessary to run the website

Some of our site cookies are essential to run the website and without the acceptance or use of these cookies the website or elements of the website will not work. These include, but are not limited to:
• Adding items to a shopping basket
• Remembering items in a shopping basket if you leave the website

2. Cookies which are optional

All other cookies are optional and the removal of these cookies may decrease the usability or performance of our website. Such optional cookies include, but are not limited to:
• Remembering that you are logged in across all of our website
• Your optional settings
• Tracking usage of a website

3. Cookies which ensure value for money

To ensure that we are getting best value for money from our advertisements we may use cookies that track how many people click on the advertisements and subsequent actions which is known as a “click through”.

4. Cookies which are from trusted third parties

We utilise the technology of third parties on a regular basis to ensure that we are using up to date systems which are managed by the best companies to provide us with the information that we need. This in turn means that there will be a number of third party cookies from our trusted suppliers used on our website. Each company is responsible for the cookies that they place onto your device and have separate policy documents to highlight their use.

Our list of trusted third parties who may deploy a cookie to your device, with a link to their cookie details is below:

Third party and Policy location

Google Analytics

What will happen if you disable some or all of the cookies that AHCC uses?

If you opt to disable some or all cookies, we are unable to guarantee that our website will operate.

How do I manage my cookie settings?

Internet browsers (such as but not limited to Internet Explorer, Google Chrome, Firefox, Opera or Safari) will allow some control over most cookies through their settings. You will need to refer to the operating manual or review the settings of your browser software to identify what cookies are on your device and how to remove them.

Find out more about cookies and how to manage them. Some third parties may allow you to manage their cookies independently. Please refer to the list of third party providers above and confirm their respective policy pages for further information.

Acceptance of cookie use

By continuing to use our website you will have been deemed to have agreed to our use of cookies subject to any preferences you may have indicated to us or any overriding browser settings you may have.


We use multiple first and third party technologies such as pixel tags and web beacons to track and improve the user experience on our sites, quality of service and to monitor the effectiveness of campaigns and digital marketing activity (advertising and appeals).

We may use them to:

See what website content is popular and how people are using the site as they allow us to track users movement through our website. This type of information is amalgamated so that we can build up a picture of how the site is performing.

Make sure we offer you a consistent service. For example, if we are testing new website content or we want to run a survey, we use tracking to remember what content you have seen or if you have already been asked to join the survey.In addition, when we email you, we may place a tag (also known as ‘tracking pixel’) on the email we send out. These let us monitor performance of our emails marketing activity.

Your ability to edit and delete your account information and preferences

The accuracy of your information is important to us. If you would like to change your preferences or update the details we hold about you other than online, please contact our Fundraising Team on 0151 252 5716 or or write to Alder Hey Children’s Charity, Eaton Road, Liverpool, L12 2AP.

Under the GDPR regulations you have a right to request a copy of the personal information we hold about you and to have any inaccuracies corrected. We require you to prove your identity with two pieces of approved identification. Please address requests to the Head of Charity Operation, Alder Hey Children’s Charity, Eaton Road, Liverpool, L12 2AP and we will respond within 28 days, of receipt of your written request and confirmed ID. Please provide as much information as possible about the nature of your contact with us to help us locate your records.

The charity uses any one of the following lawful basis for processing your personal information:

• You have consented to us processing your data
• There is a contractual relationship with you
• We are legally obliged to process your data
• We believe it’s in the legitimate interest of either you as the data subject, or us as the Charity, to process your data. Legitimate interest can be used where there is a reasonable purpose to process an individual’s data. For more information on legitimate interest, please see the ICO’s website or contact us.

It’s important that the personal information the charity obtains is held, used, transferred and otherwise processed in accordance with the legislation.

The law sets out a couple of additional grounds over and above those listed above, however the charity is only using the grounds detailed above. In the future, if the grounds for processing change, the notice will be updated to reflect this.

The charity gets its authority to process your personal information from the legal requirements set out in the following legislation:

• Data Protection Act 2018
• General Data Protection Regulation
• Privacy and Electronic Communications Regulations

Your personal information is processed and stored in accordance with the legal requirements in the corresponding laws.

The reasons the Charity collects and uses information

We’ll collect and use your information for one or more of the following reasons:

1) Under the lawful basis of contractual necessity for processing, we collect and use your information as follows:
• to process your order and send you the items that you have ordered through our shop
• for the purposes of you entering a raffle, prize draw or competition

2) Under the lawful basis of legal obligation for processing, we collect and use your information as follows:
• where the collection is required or authorised by law
• to assess your personal information for credit risk, age verification or fraud prevention. Charities can be targeted for illegal purposes such as money laundering and therefore we are required to monitor financial activity and report suspected fraud to the appropriate authorities

3) Under lawful basis of consent for processing, we collect and use your information as follows:
• to provide you with the service, products or information about the charity’s work or the activities we provide that you have requested
• for your participation or expressed interest in an event, ensuring you have all the required information required
• to ask you to help the Charity by raising money on our behalf or donating money to us but always in accordance with our supporter commitment found here
• where you made a donation in celebration of another individual and that individual, or a related person, wish to know who has given

4) Under the lawful basis of legitimate interest for processing, we collect and use your information as follows:
• to process any donation(s) we may receive from you
• to provide you with information about the Charity’s work or activities
• for internal record keeping such as to manage feedback or respond to complaints
• to administer and monitor grant funding
• to help us identify new supporters
• to analyse and improve our services regarding: fundraising; retail and supporting the hospital
• to use IP Addresses: to block disruptive use; to record website traffic or to personalise content based on previous visitor history

Marketing and communication preferences

We use marketing communications to keep you up to date with what we’re doing, how you can get involved, and news and features about the charity which we feel will be of interest to you. This may include newsletters, surveys, financial appeals, raffle appeals, catalogues from our shop, fundraising opportunities or updates about the hospital.

We use a variety of methods to send marketing to you including post and electronic channels.


Electronic marketing includes the use of:
• telephone (landline and/or mobile)
• email
• text messages

We’ll always ask your permission before we send you electronic marketing.

You can choose any combination of these methods and once you have told us how you want to hear from us. You can always tell us, at any time, if you no longer want to receive these communications.

Social Media

The Charity uses social media to communicate with you and share information about campaigns or events. Currently we use Facebook, LinkedIn, Twitter and Instagram. We do this through advertising on your social media or through posting messages and information on our own social media pages which you may choose to “like”, “follow” or interact with.
For our supporters who are also Facebook users, we work with Facebook to use tools that Facebook make available to us to advertise to you. These tools enable our communications to appear on news feeds, and this is called a “custom audience”. We will only do this if you have already consented to us sending you marketing via email and where we believe the marketing communication may be of interest to you. Where this is the case, your name and e-mail address will be uploaded in an encrypted format to Facebook. Facebook will determine if you have a Facebook account and then place the marketing directly on your news feed. We may also use the same tool in a slightly different way to ensure you don’t receive unnecessary marketing communications.

We take your privacy and rights seriously but still deem your interest to us important. For this reason, we use our legitimate interest to use your information and communicate with you in this way. Therefore, we will not ask for your permission to market to you through social media, but you are always free to inform us that you do not want us to contact you in in this way.

You can update your preferences within the social media site to stop receiving marketing. For further information on Facebook in particular, please see their terms of service and their data policy. You can view our social media moderation guidelines here.


This is where you receive information about the charity through your mail box.
Postal marketing enables us to contact a wide range of individuals and is an easy way to keep you updated. It allows you to donate and get involved in your own time and in a way which isn’t intrusive for you.
For this reason we use our legitimate interests to send marketing in this way. This means that we won’t ask you for prior permission to send you marketing by post, but you can always tell us if you no longer want to receive post.
Changing your marketing preferences
You can stop receiving marketing communications altogether or change your preferences at any time either by following the instructions in the communication you have received or by contacting us on 0151 252 5716

We won’t use your information for marketing purposes if you have asked us not to. However, we may retain your details on a suppression list to help ensure we don’t continue to contact you.

Your rights

You have a number of rights available to you and these are set out below.

Right to be Informed
You have a right to be told what the charity is doing with your data. This Privacy Policy sets this out for you and further information can be sought from the Charity’s Data Protection Officer.

Right to Rectify Inaccurate Information
You have a right to ask the charity to correct any data we hold and process that is no longer correct. You can also ask us to complete information that is incomplete.

Right to Restrict Processing
You have a right to choose what personal information held about you is processed and limit the information that you no longer want the charity to process.

Right to Portability
You have a right to ask the charity to send a copy of the information we hold about you to another organisation.

Right of Access

You have a right to ask us whether we are processing your personal information. Where this is the case, you can ask us to supply you with the information.

Right to Erasure
You have a right to ask the charity to delete the information we hold on you where:
• it is no longer required for processing
• you no longer consent to the processing
• where you object to processing

Right to Object to Processing
You have the right to object to the processing of your information where:
• this is carried out by us under the basis of public interest or legitimate interests
• this is processed for direct marketing purposes
• this is processed for scientific or historical research purposes, or statistical purposes.

Right not to be subjected to Automated Decision Making

You have a right not to have your information processed using solely automated means with no human intervention, including any profiling activity.

Changes to this privacy policy

We may update the terms of this policy at any time, so please do check it from time to time. We will notify you about significant changes in the way we treat personal information by sending a notice to the primary email address you have provided to us or by placing a prominent notice on our website. By continuing to use our website you will be deemed to have accepted such changes.

Complaints, compliments or comments

If you are unhappy with our work or something that we have done or failed to do, we want to know about it. We also welcome your views on what we do well. Your comments enable us as an organisation to learn and continuously improve our services.
If you have any questions or queries about this Privacy Notice, please contact our Data Protection Officer, Alder Hey Children’s Charity, Eaton Road, Liverpool, L12 2AP or

If you are unhappy with the way your information is being processed, you may lodge a complaint with the UK’s Supervisory Authority, the Information Commissioner. They can be contacted on 0303 123 1113 or via

Please address any correspondence to the Chief Executive, Alder Hey Children’s Charity, Eaton Road, Liverpool, L12 2AP or