Page 279 - Washington Nonprofit Handbook 2018 Edition

• Non-PII is anonymous information that cannot be used to identify an
individual. Non-PII is often used to track how visitors navigate your
website, which pages were viewed most often, what other websites
they have visited, and similar data. You should also identify the
technologies and methods your organization uses to collect PII and
non-PII. Disclosing the methods used to collect this information can
increase trust and confidence in your organization and help individuals
decide whether to share their information with you.

(iv) How Collected Information Is Used

Your privacy policy should describe exactly how you will and will not use the
information you collect. Use this as an opportunity to sell them on your website’s
features and services. For instance, some organizations use cookies to track what
articles are read so that they can suggest related articles.

Because e-mail spam is such a problem, the first question individuals usually
have for an organization is “Will you give my e-mail address to anyone else?”
Individuals are usually most comfortable when their e-mail addresses are used only
by the organization they directly give them to. However, there are many situations
where organizations can benefit from sharing e-mail addresses. Whether you plan
to share information or not, it is vital that your privacy policy accurately describes
your practices and, in the process, reassures individuals so they will continue to
provide the information you need to successfully provide services you offer.

(v) How Consumers Can Opt Out

Generally speaking, it is a best practice that PII only be collected with the
individual’s consent. If PII is collected without the consumer’s consent, your privacy
policy should clearly explain how the consumer can opt out of your data collection
process. The actual steps for opting out depend on the type of information you
collect and the technologies you use to do it.

If you allow third-party advertising companies, such as 24/7 Real Media or
DoubleClick, to run advertisements on your site, you should consider telling
consumers about these companies’ information collection process and, if offered,
how to opt out of such data collection. However, you do not have to provide the
exact instructions: simply point individuals to the appropriate page on the third
party’s website. Alternatively, if the third-party advertiser is a member of the
Network Advertising Initiative (“NAI”), point your customer to the NAI opt-out page

at http://optout.networkadvertising.org.

WASHINGTON NONPROFIT HANDBOOK -268- 2018