6 Ways to Get the Most Out of Your Fundraising Database
Without good data your whole fundraising strategy falls down. How can you report on your fundraising success if you can’t figure out which gifts have been paid? How can you accurately segment your donors if everyone on the team records information differently? Without good data it is impossible for you to manage donor relationships effectively.
For me, good data management is enabled through the following practices:
My surname is Stephen, not Stephens as people regularly record. Each time I see “Miss Stephens” in a letter or email I automatically assume that I am not a valued as a person to that organisation, as they haven’t taken the time to record my information correctly.
If someone is marked as being “temporarily away”, when was that information recorded? How long are they away for? Do you have a procedure in place for reactivating that record, or will they be “temporarily away” forever?
When an individual dies, do you have a procedure which clearly states how this should be recorded? Does everyone follow this procedure? Do you have one definitive place in the database where this is shown? If you answered no to any or all of the above, then you’re likely to have problems with mailing to deceased supporters.
You should think about why you are collecting it and what the purpose of the data is. Make sure that when you record the data it is easy to understand what it is relating to.
E.g. Dietary Preference: Vegetarian = Specific
Dietary Preference: Yes = Non-Specific (what kind of preference do they have?)
Records on you system should hold a complete view of a supporter’s association with your organisation including: personal details, solicitation preferences, donation information, etc. Data completeness can be facilitated by providing training to data entry staff and using required fields on the software to prevent records being saved without all the required information. Record completeness should be monitored by regular checking processes such as queries and reports.
The true value of a database comes from being able to draw conclusions and make decisions based on the information you have gathered. If your data is recorded in such a manner which makes this extremely difficult or impossible (e.g. regular use of free text over drop down lists), then you are not fully harnessing the power of your database.
Whilst it can be sometimes be hard to get high level buy in for allotting time and resources to data hygiene projects and training, it is an integral part of your organisation and cannot be ignored. Your data is the intellectual property and backbone of your organisation. It should be top priority to protect, maintain and invest in both your data and database.