Database 101: Getting the Most out of Your Database
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Transcript of Database 101: Getting the Most out of Your Database
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GETTING THE MOST OUT OF YOUR DATABASE
PRESENTED BY MARK R SCOTT III
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WHAT ARE WE TALKING ABOUT?
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Data
Information
Relationship
Mission Accomplished
WHAT ARE WE TALKING ABOUT?
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Data gives rise to information
Information builds relationship
Relationships accomplish your
mission
Your organisation’s mission
makes the world a better place!
WHAT ARE WE TALKING ABOUT?
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WHY CAN I TALK WITH YOU ABOUT
THIS SUBJECT?
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• 6 years at Blackbaud
• Worked with thousands of
customers
• 3 Masters degrees, 2 are
technology related
• 28+ years of technology work
experience
WHY I CAN TALK WITH YOU…
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WARNING:
THIS PRESENTATION MAY CONTAIN
A LITTLE CHEESY/CHEEKY
ENCOURAGEMENT ALONG THE
WAY.
GRUMPY PEOPLE SHOULD LEAVE
NOW.
#NOFROWNS
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DATA - KEEP IN MIND THE
ORIGINAL DESIGN
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1. Rubbish in – rubbish out
How do you want to be
addressed in a letter?
- Dear ,
- Dear JOHN,
- Dear E John,
- Dear Dr Smith,
DATA
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You might need to develop data
standards
•These fields need to be
formatted this way
•You have to do this for every
account
•You have to train your staff
RUBBISH IN – RUBBISH OUT
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2. Put important stuff in the
right place/Field
• If you need it in a report, you
have to put it in the database
• We have to report on gender
• Who receives what mailing
DATA
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DATA
Don’t put meaningful data in a
NOTE.
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•Not On This Earth
•Fundraising vs fudnraising
•This is a very important donor!
•Don’t mention the divorce
•Partner just passed away
recently…
N.O.T.E.
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DATA GIVES RISE TO INFORMATION
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INFORMATION
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“The greatest enemy of knowledge
is not ignorance, it is the illusion of
knowledge.” – Stephen Hawking
• The cost to fix a data error at the time of entry is $1. The cost to fix it
an hour after it's been entered is $10. And the cost to fix it several
months later is $100+. - The Cost of Bad Data is the Illusion of
Knowledge by Tomasz Tunguz
INFORMATION
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INFORMATION
BUILDS/KEEPS/SOLIDIFIES/MAINTAINS
RELATIONSHIPS
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• People who build great relationships treat every one
of their relationships that way. (That's a lesson I
need to take to heart more often.) - Jeff Haden in
and article titled, “9 Habits of People Who Build
Extraordinary Relationships: The most extraordinary
professional relationships are built by ordinary
actions like these”
• Consider these relationships:
• Your spouse, partner, girl/boy-friend
• Volunteer
• Donor
• Major Gift prospect
HOW DOES INFORMATION AFFECT
RELATIONSHIPS?
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RELATIONSHIPS ACCOMPLISH
YOUR MISSION
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• Do you want to spend the rest of your life selling
sugared water or do you want a chance to
change the world? • A comment Steve Jobs made in persuading John Sculley to become Apple's
CEO, as quoted in Odyssey: Pepsi to Apple: A Journey of Adventure, Ideas,
and the Future (1987) by John Sculley and John A. Byrne
RELATIONSHIPS ACCOMPLISH MISSIONS
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INTENTIONALLY BLANK SLIDE – WAIT FOR IT…
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Data gives rise to information
Information builds relationship
Relationships accomplish your
mission
Your organisation’s mission
makes the world a better place!
TAKE AWAYS
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• Data entry is a foundational building block to learning more about the
people that support your organisation
• It costs you a lot more to correct inaccurate data because you are
often lead to incorrect assumptions (misinformation) or worse, you
base knowledge off of inaccuracies
- These cause you to damage relationships or make a poor first impression
- Worse, it can cost you more than you realize (remember the org that didn’t
send Thank You’s for less than $200 donations?)
• To find your data standards/requirements, simply start with what is
important for your organisation to report on or know about your
constituents.
• Train all your data entry staff to understand why Fields are important,
what different Values mean to the organisation, and ensure that
management understands the costs/losses that are the result of poor
data entry.
• All the technology in the world won’t help you if you can’t build
relationships.
• Never be afraid to ask for help. No one got to be an expert by learning
it all on their own – find a mentor and be a mentor.
TAKE AWAYS - EXPLAINED
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Mark Scott
Consultant
Linked In: Click here
THANK YOU FOR STOPPING BY!