When it comes to the subject of data for fundraising teams, most people cringe. The effort required to make sure it is clean and accurate can cause staff members grief. I’m sure we’ve all witnessed a situation where a Development Director strolls into the team area and starts talking about how important donor data is… the rest of the staff quickly duck their heads into their paper stacks hoping to avoid eye contact.
Well, these conversations are very important albeit painful. The data in your donor database can be the difference between a good fundraising year and a remarkable one.
Animal welfare donors are loyal and generous; so adequate results tend to happen with solid fundraising plans. Knowing this, fundraisers are expected to deliver increasingly good, if not exceptional, results year after year. This requires a healthy database to match.
Without great data, it’s like you’re driving in the rain without windshield wipers. Your visibility is limited and your reaction time suffers. With the right investment of time and money, you’ll be able to see the roads–and opportunities–around you while also having a plan for the significant growth needed for the future.
For example, a few years down the road, when your new shelter is opened, or your new program is up and running and your costs climb by double digit increase, will you have the funds to cover these expenses?
What does great data look like?
- Accuracy in every entry.
- A solid program of managing duplicate records.
- Proper and consistent use of appeal and campaign codes in order to differentiate gifts.
- Think through the “why” when you add an appeal or campaign code. Does it track something important that will help you make future decisions?
- Add a “source” code that shows how the gift was received (online, mail, lockbox/caging service, delivered at shelter).
- Consider a category code that would show type of donor such as corporate, foundation, major donor, and individual donor, etc.
It is worth the time to do it right. Think through your plan, stick to it, invest in it, and get buy-in. It will be worth it as you will see. Your results will far out-gain your investment.