DONOR AND PROSPECT
Your Fundraising Database:
Using it for Organizational Success

It’s spring and many of us think about getting in shape for the summer season. This is also a good time to assess the shape of your organization’s largest asset – your donor database. What shape is yours in? Is it healthy and a helpful tool for you and your organization’s leadership? Or does it need some work, some “exercise” and a “good diet” to get in good condition?

Many organizations have a database, but it is not kept updated, sometimes because of staff turnover, or simply lack of attention. Many development professionals do not take the time to understand the database and how it can work to your advantage. Your database management is not just a job for the IT staff. Your donor database should be the main priority of your development staff. It is simply the one most valuable asset that you have, so take the time to organize it, keep it current and correct.

Do the records have the appropriate designation, such as Individual, Foundation, Corporation or Organization? Is there a contact person if the main prospect is not an individual? Is the gift type noted appropriately as cash, in-kind, stock, property or other? Capturing this information is critical to be able to undertake fruitful analysis.

Is your donor/volunteer information linked appropriately? Are you tracking which volunteers are soliciting each donor? Look at your database like someone who doesn’t know anyone in your organization. Would someone new be able to access the information and determine where the key relationships are? Strive for this kind of system so that when there is turnover, the information is not lost.

Are you capturing multiple designations? If someone is a Board member, volunteer, a member and a donor, are each of these captured in the appropriate fields? If an individual is serving several roles, it is important that you are recognizing them for their involvement in each capacity.

How about personal information? Are you capturing birthdays, spouse’s and children’s information? Much of this information is captured as we talk to donors and yet we tend to keep it in our heads. Put it in your database, so it will pay off. How many organizations send birthday cards to their major donors and spouses? If you do one little thing, I guarantee that you will be noticed!

Test your data for consistency. Pull 25 records and see what you find. Call the donors to see if the information is correct. If all records are correct, you probably are in decent shape. If not, you probably have some work to do.

What about your codes? First, determine what you want to report. Do you have unique codes to your organization? Are they still valid? Are they understandable by the staff in the development department? Do they make sense? If not, update them and utilize codes that work. Fix the codes one at a time and convert the data.

Clean up the database by developing consistent entry standards, put them in writing and ensure they are being followed. If you are not sure how information should be entered, contact your donor software company for sample standards, or you can access the United States Post Office website at www.usps.gov and find their suggestions. Establish consistent standards in the use of capitalization, telephone numbers, addresses, gifts and all other data that you are capturing. Are you spelling out “street” or using the abbreviation? All of these details should be addressed.

Update out-of-date information. In non-profit organizations we conduct a lot of bulk mailings, primarily to save money. Invest in a first-class mailing to everyone on your database at least once per year so you get the inaccurate address information back and update your database. This will save you money and ensure the integrity of your data.

Review the information regularly. Pull various reports and spend time analyze the data. Use it to establish deeper relationships with those people who already believe in your mission. It is so much easier to renew a gift than to get a new one.

These are just a few ideas to help get you focused on your database. Just like healthy eating habits, it’s never too late to start. Make a commitment to do something this week and make it a weekly habit. In six months, you’ll see dramatic results and your organization will be much stronger! Good luck!

To learn about building capacity in your development operation and in preparing for a campaign, plan to attend one of our Spring 2004 capital campaign seminars, with upcoming dates in Syracuse, NY; Providence, RI; Minneapolis and San Diego. More information is available on the web at www.jeffreybyrneandassociates.com.