This policy was last updated on 6 November 2014.

The Data Protection Act

National Museums Liverpool is a data controller under the Data Protection Act 1998. We have a legal duty to protect any information we collect from you and to prevent any unauthorised access to or use of that information. We do not pass your details to any third party unless you give us permission to do so.

Our websites and apps

Please note that this data protection statement applies to the websites and apps of National Museums Liverpool.

These include:

  • my House of Memories app

If you follow a link to a third party website, the data protection statement on that site should be consulted.

What information do we collect?

We collect three basic kinds of information from visitors to our websites and apps:

  • Enquiries and comments
  • Information from cookies and log files on how visitors use our site
  • Contact, mailing, donor and events data

Enquiries and comments

You can send us your enquiries and comments directly through this website or via one of the visitor questionnaires we sometimes feature. You can also contact us by post (see the foot of this document). If you use a contact form on the website you do not need to give any personal information, eg your email address or name, unless you want us to respond to your enquiry, in which case you should at least give us your email address. When dealing with your enquiry we do not pass any personal information outside our organisation, nor do we use that information for any other purpose without first seeking your permission. If you require a response from us we will need to record your personal contact details to be able to reply to you and to track the progress of your request. Details held in our tracking system are archived after we have dealt with your enquiry and deleted after six months.


Cookies are pieces of data that can be automatically created on your computer or device when you visit a website or use an app. They are small text files that help us to understand how the website or app is being used by our visitors. You may refuse the use of cookies on our websites by selecting the appropriate settings on your browser, however some minor functionality will be lost.

We do not collect any information about your use of the cookies. We use cookies on our websites and apps to help you to use functionality on them. Our website cookies are not persistent (ie once you close the browser window they are no longer active).

Persistent cookies

We occasionally use persistent cookies for targeting and advertising purposes. These cookies remember that you have visited our site, and this information is shared with other organisations in order to do things like retargeting, which makes advertising more relevant to you and your interests. With retargeting, a website user is flagged so that they can then be targeted on other websites with customer-specific information, like adverts. In retargeting, we use a third party, for example Facebook, which collects information from our website and elsewhere on the internet and then uses that information to target ads to customers or provides measurement services.

You can opt-out of the collection and use of information for ad targeting by visiting: or

Google Analytics

Our websites and apps use Google Analytics, a digital analytics service provided by Google. This helps us to analyse how our visitors use our websites and apps so that we can improve them for future visitors.

Specifically, we use the following Google Analytics advertising features:

  • Google Display Network Impression Reporting
  • Google Analytics Demographics and Interest Reporting

You can opt-out of Google Analytics Advertising Features at:

Google analytics uses cookies. These store non-personally identifiable information.  The information generated by the cookie about your use of the website or app (including your IP address) is transmitted to and stored by Google on servers in the United States. Google will use this information for the purpose of evaluating your use of the website or app, compiling reports on digital activity for website and app operators and providing other services relating to digital activity and internet usage. Google may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google’s behalf. Google will not associate your IP address with any other data held by Google. By using our websites or apps, you consent to the processing of data about you by Google in the manner and for the purposes set out above. To find out more about Google’s privacy policy (which includes Google Analytics) visit:

Log files

Log files allow us to record and analyse visitors’ use of our websites and so improve it for our users. Log files do not contain any personal information about you or information about which other sites you have visited. Your IP address is recorded but this information is not used to look at how individuals are using our websites.

How National Museums Liverpool stores contact data

National Museums Liverpool (National Museums Liverpool) operates a central database, Raiser’s Edge, which stores all our contact, mailing, donor and events data. Every department’s contacts are stored in the database which is maintained by the Database Team, based in National Museums Liverpool’s Development Office.

Data cleansing

National Museums Liverpool has a dedicated Database Team, responsible for ensuring all data entry is accurate and that the database is secure, confidential and that back ups are available. Each internal department reviews their contact lists to ensure accuracy.

The Database Team regularly complete data cleansing exercises to check our contacts against death; change of address, change of name and ‘requests no mailings’ registers. Any inactive, invalid address or deceased records are marked accordingly and in turn excluded from any processing unless they have donated to National Museums Liverpool, in which case we may process their details for historical financial reporting. They will remain as inactive records on the database as a safeguard so we don’t add the same people again and so there is a record of why people are excluded from mailings etc. National Museums Liverpool validates address details annually – offering contacts the chance to check and update the data National Museums Liverpool stores. The Database Team synchronise data cleansing initiatives into existing mailings to reduce the amount of mail we send to contacts.

Data protection consent statements

The Database Team ensures a Data Protection (DP) statement and opt-out boxes are on every piece of literature that is mailed to people from the database. The statement details that National Museums Liverpool is registered under the Data Protection Act 1998 and that we do not disclose data to third parties. It also provides an option for contacts to tick, to specifically opt-out of fundraising or other promotional (marketing, events) mailings.

All forms our contacts use to register data with National Museums Liverpool e.g. ‘Join Our Mailing List’ cards or competition entry slips have a DP consent statement so we can record this for all new contacts going onto the database. If the person indicates they don’t want fundraising information by ticking the opt-out box then they will be excluded when we run the criteria for our next public appeal mailing or include appeal inserts in the guide mailing for example.

Having specific opt-out boxes is beneficial for National Museums Liverpool as it allows us to tailor our communications and not send mail that our contacts are disinterested in. Because all our literature has a DP statement, including event invites, even our existing contacts on the database are given the opportunity to remove themselves from mailings in these two areas. We keep written DPA consents for 3 mailing cycles in case there is a query from our contacts on which options they ticked on the joining slip we enter onto the database. After this time we destroy (shred) the joining slips and letters detailing DPA consents.

The options ticked on the original joining slips stay the same until the contact changes their options using one of our DP consent response slips on events, mailings etc. The contact details on our DP statement for updating consent also offer the opportunity for people to remove themselves from our database. We do this immediately upon receipt of a request sometimes future event or publication mailings are already in the post which we can not recall, but 2 days after a removal request no mailings will be received again from National Museums Liverpool.

Current consent options

  • DPA – No Consent: Excluded from similar event/general mailings to the list they’ve joined. NB If an event is held for donors specifically we would not exclude donors with this consent type. We assume by donating to an appeal a donor would wish to hear about the progress of the specific fund and usually the activities relevant to the appeal are specific and wouldn’t come under general promotional or fundraising communications.
  • DPA – No Fundraising: Excluded from Public Appeal and Development events mailings
  • DPA – No Promotional: No corporate events (Private Views), General mailings
  • DPA – All: Have consented to their record being processed when we run fundraising or promotional communications. DPA – All does not constitute an explicit consent for all formats of mailings – e.g. does not function as an opt-in for emailing.

How to get access to your data

To request a copy of the data National Museums Liverpool holds on you simply call our Secretary to the Board on 0151 478 4202, or contact us.

Children’s records

National Museums Liverpool creates ‘Family’ records in preference to children’s individual records. Some of our collection forms eg for children’s competitions, do ask for the Child’s name and address. This information is added to the family record and processed for the competition analysis and to award prizes to the right child only.

Retention of data

The Database Team has a retention schedule for each group of contacts in the database to ensure data is not stored for an unnecessary amount of time.

Kinds of data we expect to process:

Guide Mailing List

  • Name, Gender (for salutations)
  • Address
  • Interests in National Museums Liverpool
  • Actions – We can see how long contacts have received the Guide through their
    ‘Mailing Actions – Guide Newsletter’ on their record.
  • Events attended
  • Gifts to National Museums Liverpool (could be relevant for Inserts, for example Appeals)

VIP Mailing Lists

All data fields as above plus:

  • Relationships to other contacts on our database, for example where someone is an employee for a company
  • Appeals/Proposals we have approached them about and their response (Interests may be inferred from these responses and event responses too).
  • Gifts to National Museums Liverpool or charitable activities (for cultivation events) or gifts to others in the public domain – only used when contact is a subject of prospect research
  • Canvasser – representatives of National Museums Liverpool who know/interact with the contact
  • Some opinion formers/key contacts will have more detailed Actions and research profiles or briefing notes for events they are attending


All data fields as for the Guide Mailing List above plus:

  • Gift Aid – tax declaration form and details
  • Appeals/proposals
  • Detailed Actions – for example phone calls, emails, correspondence
  • Research – profiles or briefing notes for events they are attending

Prospect -when contact is a subject of current prospect research

  • Name
  • Address
  • Interests that may relate to National Museums Liverpool
  • Charitable giving history (from public domain)
  • Relationships to National Museums Liverpool and Liverpool

We take practical precautions with prospect information and allow only the Database Team and Research Department staff to access grant (proposal) or prospect data, as it may be commercially sensitive. If a prospect isn’t going to be used for our fundraising work they will be removed from our systems or changed to inactive.


  • Ethnicity (for Government required reporting)
  • Personal Details – Name, Address, Age,
  • Medical information if relevant to work they are interested in volunteering for
  • Volunteer activity and areas they are interested in working in
  • Timesheets

We take practical precautions with Volunteer information and allow only Database Team and Volunteer Department staff to access the National Museums Liverpool Volunteer records as some of this data is sensitive personal data.

External partners and other departments in National Museums Liverpool

Lists of our contacts’ address data are never shared with external contacts. Draft guest lists are sometimes circulated to event partners with names only but are marked Confidential and sent with a disclaimer stating that our unique contact information must be destroyed once an event has finished. An example of the processing an event partner may undertake is checking for duplicates between our guest lists.

When partners offer their lists to us for events we do not automatically add them to our mailing lists for future events. We do not count them as having a relationship with National Museums Liverpool unless they respond to our invitation for an National Museums Liverpool event. At this point we would add them to the database. When mailing to other organisations’ lists that they share with us, we always enquire what Data Protection standards or consents were originally applied when creating their list.

When lists are distributed to trustees etc we always include a reminder that all National Museums Liverpool staff/associates are bound by Confidentiality agreements and reiterate that our lists cannot be distributed to third parties or used for other purposes. We also do this when we send our data to mailing houses and have a contract we issue to these third parties to ensure Data Protection policies are being adhered to.

Government processing of personal data

As National Museums Liverpool are a non-departmental public body under the governance of the Department of Culture, Media and Sport, from time to time it may be necessary for us to share personal information with the government if this is necessary for the exercise of any functions of the Crown, a Minister of the Crown or a government department.

Recording contact with people on Raiser’s Edge

To ensure we aren’t over-saturating our contacts with too many mailings, asks or invitations etc during the year, the Database team run queries every quarter that identify who has been contacted most over that period. This can identify any gaps in contact or need to reduce contact.

Security and filing issues

Raiser’s Edge is password protected. The Database team need to know user’s passwords to perform updates to user’s homepages and favourites but this info is available only to the team. Paper updates for the database are cleared from the database inbox in a timely manner and filed in Development Office’s paper filing system if necessary.

Volunteer and Events information must be stored for 2 years so there is a record of why certain people were removed from guest lists for future reference. Event files will contain the original guest list criteria, any additions sent to database team and usually copies of the draft guest list. Volunteer files are kept in the Volunteer Department and will be used mostly for filing correspondence. Any papers not to be filed that contain lists of contacts from the database or letters merged to contacts are shredded, never thrown away.

Only Volunteers, National Museums Liverpool Management and Database Team can view records with National Museums Liverpool Volunteer constituency code. We employ security filtering on any prospect research material also.

All personal data is stored in locked filing cabinets that can only be accessed by Development Office staff.

Online data collection (PECR)

We aim to ensure that people joining the Guide or e-newsletter mailing lists are over 18. We note that under 18s should join the Family version of the Guide, but all our publications, events and exhibitions are designed to be enjoyed by a Family audience.

In accordance with the Privacy and Electronic Communications Regulations (2003), we collect explicit consent from someone to use their email address for an email list. This means the person has visited our website and joined the list, or responded to a promotion of the email list by fax, post or email.

Complaints and queries

If you want to see, change or delete your details registered with us, or make a comment or complaint about any aspect of our activities (including this site and privacy policy) please contact us:

Registration details

By post:
Database Manager
National Museums Liverpool Development Office
Midland Railway Building
1 Peter Street
L1 6BL

Comments and complaints about this website

Online form for website comments and complaints

Web Team
National Museums Liverpool
127 Dale Street
L2 2JH