In today’s education landscape, privacy isn’t just a legal requirement—it’s a strategic asset. Whether you’re engaging alumni, supporting admissions, leading fundraising, or driving communications, privacy plays a central role in how we build trust and foster meaningful relationships.
Why privacy deserves your attention
Trust is the foundation of every successful engagement. When people know their personal information is being handled with care, they’re more likely to participate, contribute, and stay connected.
Rather than seeing privacy law as a barrier, institutions can treat it as a framework for building stronger, more transparent relationships. By clearly communicating how data is collected and used, organisations can demonstrate respect and accountability.
Key principles to embrace:
- Transparency isn’t optional—it’s strategic.
- Openly share your privacy practices and respond to queries with care.
- Use privacy to build goodwill, not just to meet legal obligations.
The Privacy Act 2020: A lifecycle approach
The Privacy Act applies across the entire education journey—from the moment a student first engages with your institution, through to alumni relations and donor stewardship.
Each stage brings unique responsibilities:
- Admissions: Collect only what’s necessary and store it securely.
- Student Experience: Handle personal information with sensitivity.
- Alumni Engagement: Use data to maintain connection and foster belonging.
- Fundraising: Respect donor preferences and protect confidentiality.
The Act encourages organisations to ask practical questions:
- Are we collecting only what we need?
- Are we clear about how we’ll use the information?
- Are we giving people the chance to access or correct their information?
The golden rule of privacy
At its core, privacy is about clarity and consent. The golden rule is simple:
Always let people know:
- Why their information is being collected (and how it will be used).
- Who is collecting it.
- Who it might be shared with.
By transparently communicating about these things up-front at the time of collection, institutions can maximise the opportunities and benefits around this information.
Privacy as a strategic advantage
When used proactively, privacy can be a powerful engagement tool. Institutions that prioritise privacy stand out as trustworthy and forward-thinking.
Benefits of a privacy-conscious approach:
- Builds loyalty and confidence.
- Enables richer, two-way dialogue.
- Supports ethical use of data for personalised outreach.
Privacy isn’t just about protection—it’s about empowerment. It opens doors to deeper connections and more effective communication.
Putting privacy into practice
Real-world scenarios show how privacy plays out in everyday advancement work. For example, when recruiting students, are you using consent-based marketing? When planning alumni events, do you check communication preferences before sending invites?
One common area of concern is the use of student photos in marketing and social media. The advice here is clear: always seek consent and be transparent about how images will be used.
Other practical considerations:
- Offer clear opt-in and opt-out options.
- Respect differing views from parents or guardians.
- Be cautious with social media—especially when minors are involved.
Handling privacy requests
Responding to privacy requests is part of your organisation’s legal and ethical responsibility. While response timeframes are set by law, they can be extended in some cases. It’s also important to understand the limits of parental rights when it comes to accessing children’s information.
Tips for managing requests:
- Engage with the requestor to clarify broad or vague requests.
- Know the specific grounds for withholding information.
- Be timely and transparent in your responses.
Top tips for staying compliant
Embedding privacy into your daily operations doesn’t have to be complicated. A few practical steps can make a big difference.
Start with:
- Mapping your data flows—know where personal information is collected, stored, and used.
- Reviewing consent language—make it clear and specific.
- Updating privacy policies and staff training regularly.
- Creating a culture where privacy is everyone’s responsibility.
- Responding quickly to privacy complaints or queries.
Avoiding common pitfalls
Even well-meaning organisations can slip up. Some of the most frequent mistakes include sending generic communications without checking preferences, collecting more personal information than necessary, and neglecting legacy records that may pose risks.
To stay on track:
- Don’t assume “one size fits all” for communications.
- Avoid over-collection or unnecessary retention of data.
- Regularly review and clean up old records.
Final thoughts: Privacy as a bridge
Privacy isn’t just about compliance—it’s about connection. When handled well, it enables innovation, builds trust, and strengthens your institution’s reputation.
Let’s use the Privacy Act not just to meet legal standards, but to inspire confidence, deepen engagement, and advance our education communities together.
If you would like to discuss any of the above further, please get in touch with a member from our Data Protection and Privacy Team.
Disclaimer: The content of this article is general in nature and not intended as a substitute for specific professional advice on any matter and should not be relied upon for that purpose.
