Privacy Policy

Who we are

Dementia Adventure Trust (“Dementia Adventure”) is a charity registered in England and Wales (1163163). Our mission is to enable people living with dementia to get outdoors, connect with nature, themselves and their community, and retain a sense of adventure in their lives.

This privacy notice explains how we use any personal information we collect about you. Dementia Adventure promises to respect any personal data you share with us and keep it safe. We aim to be clear when we collect your data and not do anything you wouldn’t reasonably expect. Where we refer in this notice to ‘we, ‘us’ or ‘our’ we are referring to Dementia Adventure. Any personal data processed in line with our Privacy Notice is done in our capacity as a data controller. When you give your information to other organisations and websites you should check their privacy notices or policies. 

What personal data do we collect?

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We collect, store and use the following kinds of personal information:

  • your name
  • your contact details (including postal address, telephone number, e-mail address and/or social media identity)
  • your date of birth
  • your gender
  • if you volunteer for us or apply for a job with us, information necessary for us to process these applications and assess your suitability (this may include documents as proof of your identity)
  • information relating to you and your health, dietary requirements and next of kin to keep you safe on a holiday or outing or other event (for example we organise supported short breaks, holidays, outings and training and collect personal data to process your booking request and provide those services) 
  • if you have left us a legacy, any information regarding next of kin with which you may have provided us to administer this
  • information as to whether you are a taxpayer to enable us to claim Gift Aid
  • age, nationality and ethnicity information for monitoring purposes; 
  • photographs and films; and
  • any other personal information you provide to us. 

If you use your credit or debit card to donate to us or pay for something, we will use a specialist payment processor. 

The information we collect may include Special Categories of Personal Data about you (this can include details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data) if you choose to provide any of these types of information to us. Except as required in an employment context, we will only process and use these types of personal data with your explicit consent and for the purposes we notified you of when we collected this data.

It’s really important that the information we hold is up to date so we would really appreciate it if you let us know if your information details change.

How we collect information about you

We collect information about you in different ways including; 

Directly: you may give us your information to book one of our supported holidays, outings or training sessions, sign up as a volunteer, tell us your story, make a donation or communicate with us.  It also includes when you give us feedback or contact us for any other reason. The information may be provided by you through a form on our website, in an email, telephone call or by sending us something in the post.

Indirectly: we may receive personal data about you from third parties including a person who books a holiday on your behalf and, for volunteers, through DBS checks.

Your information may also be shared with us by fundraising sites like Just Giving or Virgin Money Giving or by independent event organisers that are organising places at fundraising challenge events (for example, Global Adventure Challenges).  We may collect information from event platforms such as Eventbrite and payment processing providers such as Stripe, Paypal and others.  You should check their privacy policy when you provide your information to understand fully how they will process your data. 

Depending on your settings or the privacy policies for other online services like Facebook or Twitter, you might give us permission to access information from those accounts or services.  The information we get from those services depends on your settings, so you should regularly check them.

We may collect information about you from publicly available information such as articles published in newspapers or information at Companies House.

Automated Technologies: we automatically collect technical data about the devices, browsing patterns and actions of visitors to our website. We collect this data by using cookies (see our Cookies Policy for more information about the cookies we use) and other similar technologies.

Our website does not store any information that would, on its own, allow us to identify individual users of this service without their permission.  We collect non-personal information such as IP addresses (the location of the computer on the internet), pages accessed, and files downloaded. This helps us to determine how many people use our site, how many people visit on a regular basis, the typical user paths through the site and how popular our pages are. This information doesn’t tell us anything about who you are or where you live. It simply allows us to monitor and improve our service and contribute to our social impact.

However, Dementia Adventure reserves the right to attempt to identify and track any individual who is reasonably suspected of trying to gain unauthorised access to computer systems or resources operating as part of Dementia Adventure web services.

How we use your personal information

We will only use your personal data to the extent the law allows us to. Most commonly, we will use your personal data on the following legal bases:

  1. where we need to perform a contract we are about to enter into or have entered into with you;
  2. where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests; or
  3. where we need to comply with a legal obligation.

We may process your personal data for more than one lawful basis at a time, depending on the specific purpose for which we are using your data.

These legal bases allow us to use your personal data to:

  • Process your request for information or booking (for example, a holiday booking request, volunteer enquiry, fundraising enquiry)
  • Provide you with a service (for example to arrange your holiday, outing or organise your training)
  • Administer your donation or support your fundraising, including processing gift aid
  • Support you to volunteer with us
  • Keep a record of and manage your relationship with us
  • Manage and process payments due to us (payment will always be taken through a specialist payment processor)
  • Manage your marketing preferences
  • Use data analytics to evaluate our services and assess trends, such as who is using them and the types of enquiries that are being made. However, all information used in this way will be anonymised as far as possible.
  • Receive and respond to feedback about our services (including if you make a complaint).
  • Understand how we can improve our services, products or information.
  • Deliver relevant website content and advertising and measure or understand the effectiveness of our website content and advertising.

We do not rely on consent as a legal basis for processing your personal data for any of the purposes listed directly above – however, we will always obtain your consent before using your personal data in any of the following circumstances:

  • to take photographs of you or a person you care for to include within a photo book of your holiday with us
  • to share your story or photographs in our publicity materials or at events (see “Sharing your story” below)
  • to send you communications about our work and how you can help us, for example, information about our fundraising activities, volunteering and campaigns and to ask for financial and non-financial support
  • to tell you about new supported holidays and outings, training products and services (see “Marketing and updates” below)

(i) Marketing and updates

We will not contact you for marketing purposes unless you have given us your prior consent as set out above.

If you don’t want to receive marketing communications from us, that’s fine. Just tell us so when you provide your data. If you would like to check or change your marketing preferences at any time, please contact us by phone on 01245 237548 or email You can also ask us to stop sending you marketing or update emails at any time by following the “unsubscribe” links in any emails sent to you.

(ii) Sharing your story

You may choose to tell us about your experiences with dementia to help further our work.  This may include sharing photographs, videos and also sensitive information related to your health and family life in addition to your biographical and contact information.

If we have your written consent to do so, we may share this information at public events, in promotional materials, on our website or in documents such as our annual report.

You may withdraw this consent at any time in which case we will not make any future use of the details you have shared with us (however, your story will continue to be included in materials and publications already in circulation).

How long we keep your personal data for

We only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for and we review our retention periods for personal information on a regular basis. We are legally required to hold some types of information to fulfil our statutory obligations (for example the collection of Gift Aid). We will hold your personal information on our systems for as long as is necessary for the relevant activity, or as long as is set out in any relevant contract you hold with us. We may retain your personal data for a longer period in the event of a complaint. Details of our retention periods are available on request.

Who we share your personal data with

If we run an event in partnership with another named organisation your details may need to be shared with that organisation. Similarly, when we run our holidays, we may need to share your details with other organisations who we work with (such as accommodation providers and venues we visit).  We may also share personal data with the third-party service providers who provide our IT and system administration services, our professional advisers (including our lawyers, auditors, bankers and insurers) and authorities such as HMRC.

We require all third parties that we work with to respect the security of your personal data and to treat it in accordance with the law. We only allow third-party service providers to use the personal data we share with them for the specific purpose it was shared.

How we keep your data safe and who has access to it

Keeping your data secure is really important to us at Dementia Adventure. We will never sell your information to third parties for marketing purposes. 

We ensure that there are appropriate technical controls in place to protect your personal details; for example, our online forms are always encrypted, and our network is protected and routinely monitored.

We use a secure, cloud-based Client Relationship Management (CRM) system. All sensitive data is encrypted in this database. Data is held behind a closed network on servers that are not accessible to the public. Users have secure access, requiring two-factor authentication and minimum-strength passwords. Automated backups run every day to ensure your data stays safe.

We undertake regular reviews of who has access to information that we hold to ensure that your information is only accessible by appropriately trained staff, volunteers and contractors. We control who has access to your data in our CRM system with roles and permissions for team members.

If you use your credit or debit card to donate to us or pay for something we will use a specialist payment processor. We do not store card details. 

We use an external company to evaluate our services but will only pass on your personal details with explicit consent from you.

Some of our suppliers run their operations outside the UK and European Economic Area (EEA) and if they need to process your personal data this will involve a transfer of data outside the UK and EEA. Whenever we transfer your personal data out of the UK or EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

  • We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data; or
  • We will use specific contracts approved for use in the UK which give personal data the same protection it has in the UK. 

We may need to disclose your details, if required, to the police, regulatory bodies or legal advisors.

We will only ever share your data in other circumstances if we have your explicit and informed consent.

Your data rights

Under data protection law, you have the following rights:

  • Access – you can ask us for copies of your personal information. 
  • Rectification – you can ask us to rectify personal information you think is inaccurate. You can also ask us to complete any information you think is incomplete. 
  • Erasure – you can ask us to delete your personal information when we no longer need it, where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with a legal obligation. However, we may not be able to comply with your request for erasure, for example, if we are required to retain your personal data for legal reasons. We will let you know if this is the case. 
  • Restriction of processing – you can ask us to restrict the processing of your personal information in certain circumstances. 
  • Object to processing – you can object to the processing of your personal information in certain circumstances.
  • Data portability – you have the right to ask us to transfer the personal information you gave us to another organisation. However, as this right only applies to data processed by automated means, it is unlikely to apply to any data you provide to us.

You are not required to pay any charge for exercising your rights. However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

Please contact us at  if you wish to make a request. We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

Social Media

Dementia Adventure uses social media to promote our work. We have accounts on Facebook, Twitter, LinkedIn, and Instagram. We collect donations through Facebook Fundraisers and Facebook Donate. Where members of the public engage with our posts or publish content relevant to our work, we may like the posts, follow them, reply or write to them. We conduct research on what people say on public social media platforms to better understand how people feel about our sector and to improve our work. This research may be done by staff or companies we work with.

Changes to this notice

We keep our privacy notice under regular review and may update it from time to time.  If we make any significant changes in the way we treat your personal information we will make this clear on the Dementia Adventure Website or by contacting you directly.

Social media

Dementia Adventure uses social media to promote our work. We have accounts on Facebook, Twitter, LinkedIn, and Instagram. We collect donations through Facebook Fundraisers and Facebook Donate. Where members of the public engage with our posts or publish content relevant to our work, we may like the posts, follow them, reply or write to them. We conduct research on what people say on public social media platforms to better understand how people feel about our sector and to improve our work. This research may be done by staff or companies we work with.

How to contact us

If you would like this notice explained to you over the phone, or in audio or video formats, or any other information then please contact us. Please consider providing us with your telephone number so we can process your request as quickly as possible.

Here are the ways you can contact us:

By phone: 01245 237 548

By email:

By post: Unit 11, Old Park Farm, Main Road, Ford End, Essex CM3 1LN

If you want to make a complaint about the way we have handled your information, please refer to our Complaints Policy. If you are not happy with our response, you can report a concern to the Information Commissioner’s Office (ICO) (