Cookies policy

What are cookies?

Cookies are small pieces of information sent by us to your computer or mobile device that allow us to recognise you when you next visit. To find out more about cookies, take a look at All About Cookies.

Why do you use cookies?

We use cookies to enhance the online experience of our visitors, to better understand how our websites are used and to monitor how our online adverts perform. Cookies may tell us, for example, whether you have visited our site before or whether you are a new visitor.

What information do you collect?

We monitor how people use our website so we can improve it. If you come to our website, we may record information about your visit, including:

  • which pages on the website you visit
  • the amount of time you spend on the site
  • whether you are new to the site or have visited it before
  • how you came to our website – for example, through social media or an email
  • the type of device and browser you use

We also use cookies to track how supporters come to our site. For example, we use tracking codes in our URLs to show us where a donation has come from.

First party cookies

We use cookies on our website to let you move from page to page and use tools on our website like the donate form.

They don't gather any information about you that could be used for marketing or remembering where you've been on the internet. These cookies only last until you close your browser.

Third party cookies

We work with a number of third parties who have implemented pixels on our site to trigger cookies. We mainly use these cookies for reporting purposes but we also occasionally use them for advertising and retargeting. We do this to ensure we're using the most cost-effective measures to advertise to existing and potential supporters. It also helps us make sure we communicate with our supporters in the best way possible.

Please read the privacy policies of our main suppliers.

Google AdWords and Double Click by Google

We use Google AdWords in order to advertise on third party websites to potential and previous visitors of our website.

Examples of this can include advertising on search terms, display adverts, or advertising to previous visitors of our site.

Third parties, including Google, use these cookies to monitor performance and also to optimise towards the best performing advertisements. This allows us to focus our marketing and ensure that we are reaching the right people for the lowest cost.

We also use DoubleClick by Google to measure the effectiveness of our online adverts. This ensures our advertisements are cost-effective and targeted at the right people. DoubleClick cookies occasionally include pixels from other advertising networks we work with. This means DoubleClick allows us to track anonymised data on how many people have viewed and responded to our ads. It also lets us limit the amount of times our adverts are shown to people.

Read Google's privacy policy.

Google Analytics

Our website uses Google Analytics. This provides information about your use of the website and is stored by Google on servers in the United States. Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity for website operators and providing other services relating to website 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 this website, you consent to the processing of data about you by Google for these purposes.

For more details please read Google's Analytics overview.

You can always opt-out of Google Analytics cookies by using Google's opt-out tool.

All Response Media

We use All Response Media Ltd to analyse and optimise our website and campaigns. They use your non-personal data to plan to optimise media campaigns to effectively deliver our marketing strategies and ensure the adverts you receive from from us are relevant to you. They do this using the following types of cookies:

  • Performance: Performance cookies collect information about how our website works, for example which pages you visit and if experience any errors. These cookies do not collect any information that could identify you as an individual. All information collected is anonymous and help use improve how the website works.
  • Analysis: Analysis cookies profile user behaviour and optimise marketing campaigns. For example, we may track which creative and medium has more resonance with the target audience. This helps ensure that relevant adverts are served to you and that you have a better experience.
  • Targeting: Targeting cookies use insight for our analysis to match the user with the relevant product and services. This includes retargeting a user as part of a digital audience after they visit our website. 


Tag4ARM enables us to measure how people use our website using cookies. It uses All Response Media's bespoke tag solution cookies to measure site visits and conversions and overlay this with offline advertising to measure the impact of media. We use this data to measure the impact of our advertising and ensure our paid communications are cost-effective and reaching the right audiences.

You can view ARMalytics' privacy policy here.

You can opt out of the Tag4ARM cookie here.

DoubleClick by ARM

All Response Media uses DoubleClick to collect website usage and engagement. Third party pixels may be activated in accordance with the media plan for any given month. You can see a list of these third parties and their privacy policies here.

We use DoubleClick and agreed third parties to measure site visits and conversions from digital activity. 


We use Mouseflow to monitor how users engage with our website to improve performance.


Merchello is software we use for the e-commerce elements of our site, such as Buy a Gift. Merchello uses cookies to store items in user's baskets.

Read Merchello's privacy policy here.

Controlling cookies on our website

We never use cookies to collect information which might identify you personally. The cookies we collect allow us to improve your user experience and help us to fundraise as effectively as possible.

You can restrict or block certain cookies through your browser settings. In your browser (for example, Google Chrome or Internet Explorer), click on the 'help' option to find out how to do change your cookie settings.

You can also visit which shows you how to do this on different browsers. You will also find details on how to delete cookies from your computer as well as more general information about cookies.