Using Data to Build Donor Relationships Donna Bruner Stu Manewith Laura Rossmann.
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Transcript of Using Data to Build Donor Relationships Donna Bruner Stu Manewith Laura Rossmann.
Using Data to Build Donor Relationships
Donna Bruner
Stu Manewith
Laura Rossmann
Audience Poll
Top database issue -- what do you want from your database that you are not getting?
Technical Terms and Glossary -SM Term Definition
Constituents Individuals, households, organizations, or groups that are engaged with your organization in some actionable way
Data Information that you maintain about your constituents. Did you know that the word ‘data’ is a plural?
Field A discrete data element with your organization’s data
Database An organized repository of your organization’s data
CRMConstituent Relationship Management – often, a database in which is maintained comprehensive data about all ways that constituents engage with your organization.
Data Warehouse An electronic platform in which large amounts data from multiple databases can be loaded and queried or analyzed against each other and all in one place
Codify Applying consistent coding to codeless data
Interface A data exchange between two databases
Integration An automated, ‘seamless’ data exchange between two databases
Metadata Coding that is used to systematize or categorize otherwise codeless data
Moves Management
A coding system to classify and make consistent interaction and constituent engagement information that drives the major and planned giving process
Power-User* A sophisticated database user or administrator. Often the ‘go-to’ person or the database ‘queen’.
Driving Forces
Database is the codification of Strategic and Annual Development Plans
Database as the “Town Square”
When are excel and access databases not enough?
Lehmann Associates survey
83% of respondents (n = 1,400) used a vendor product, vs. a custom system or office database application
Satisfaction rates are higher with vendor products
Data management needs are assessed regularly but migration is rare
Up and Coming Functionality and Trends
How far we’ve come
More data than ever
More ways to track
Donor Management Systems or Constituent Relationship Management Systems
On-premise/server based or Software as a Service/cloud-based
Handout: helpful white papers and guides
Database Must Haves
A monarchy, not a democracy
Operating manual of policies and procedures
Clearly defined user security rights and responsibilities, supported by appropriate training
Regular monitoring for data integrity and periodic audits
Regular updates and backups
Embedded in the organization’s culture
Coordinated with Finance Department
The Fundamentals
Data Collection Basic biographical, residential, contact
Relationships
Giving history
Data appends
List Purge
Data Coding Coordinated and non-duplicative
Maintainable
Actionable
Scalable
Campaign, Fund, and Appeal Coding
Campaigns – tied to your book of work (activity sets, mission areas)
Funds – tied to Finance chart of accounts
Appeals – tied to solicitation methods
Data Management and the Donor Pyramid
PinnacleDonors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Data Collection Requirements for Event Donors, Members and Annual Donors
Direct Mail
Telemarketing
E-solicitation
Website giving
Tribute giving
On-site giving
Event data
Lifetime Donors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Event Donors, Members and Annual Donors – What can the data tell you Recency
Frequency
Monetary
Engagement
Giving triggers
Preferred giving methods
Tributes
Appeal Giving
Events
PinnacleDonors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Data Management for Event Donors, Members and Annual Donors -SM
When to start a record
What’s important/what’s not important
Meaningful
Where to input
Metadata tagsPinnacleDonors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Data Collection for Mid-level/Major/Pinnacle Donors
Discovery calls
Interests, esp. in your organization
History with organization
Relationships
Prospect research and analytics/screening programs
Assets
Giving to other organizations
Demographic/psychographic profiling
Actions and call reports
Ethics of data capture
PinnacleDonors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Mid-level/Major/Pinnacle Donors – What can the data tell you Linkage
Ability
Interests
Current stage of relationship to organization
Current stage in path to the next gift Pre-Qualificatio
n
Qualification
Cultivation
Solicitation
Stewardship
Moves Management for Mid-level/Major/Pinnacle Donors
‘Gift Officer’ driven
The data which determines Moves needs to be codified
Who, what, when, where and how
Standardized then customized
Pinnacle Donors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Special Data Needs for Pinnacle Donors
Critical data
Age
Marital Status
Family Info
Relationships to wealth managers and other trusted advisors
Gift vehicle details
Specialized gift tracking modules for Planned Giving Pinnacle Donors
Major/Capital Donors
Mid-level Donors
Annual Donors
Members
Events
Revisiting Top Issues
Q&A