Database Management:
Not Just for Geeks
Here’s the bottom line, you need clean data. You get and keep data clean by having data entry procedures in place to create consistent records and accurate reports.
Clean Data
Clean data is free of erroneous, inaccurate or duplicate information. It is reliable and can be segmented to create various lists and reports. Keeping your data clean is one of the most important parts of the data analysis process. Here are some examples of how to maintain clean data:
- Archive or add an end date to outdated information such as old email addresses. Tag or mark in some way records of deceased individuals.
- Duplicate records should be merged, archived, or after careful consideration, deleted.
- Have guidelines in place in order to consistently label and format data.
Database Managers
Database managers are usually not high on the hiring priorities list. ED’s want major gift officers, grant writers, and special events planners. I’ve heard good-sized organizations claim that accounting software or spreadsheets are all they need to keep track of their donors. They are missing the point of accurate donor profiles, including giving history. They are leaving money on the table.
What To Include
We are a data-driven society. Donors expect, at the very least, that you know how to spell their name, their giving history, and their preferred contact information.
Basic information to include in your donor records:
- Donor’s name
- Preferred and secondary contact information such as email, physical addresses, and phone numbers
- Giving history with amounts, dates, methods of donating, and soft credits
Additionally, include birth date, relationship information, such as spouse or partner’s name, and any connection to board members or foundations. Other helpful information is place of employment and title, volunteer positions with other nonprofit organizations, alma mater, and place of worship. Any publicly available information that can be verified should be included.
Segmentation
In addition to the basic data points such as name, address, and payment method, you also want to be able to analyze donation amounts, giving dates, frequency and the appeal or campaign the donor gave to. This detailed information can help you customize your appeals to take advantage of specific donor patterns.
Collecting, processing, and analyzing data helps a nonprofit organization fulfill its mission and serve the community. Good data helps nonprofits track progress over time and see which programs, tactics, strategies are working or not. This information can be used to tell a compelling story that will retain and attract donors and volunteers.
There is a lot more data to keep track of, such as marketing, socials, website, and external, but, again, the bottom line is clean data. You may not have a staff person dedicated to database management, but that does not mean your organization should ignore good data hygiene as you collect and analyze your information. Do what you can, be consistent, and use it to serve your community in the best way possible.
Check out the next episode of my podcast, “About Fundraising: The Podcast” where I will go deeper into database management. Tune in to About Fundraising: The Podcast on Spotify or wherever you listen to your podcasts.
At DMGroupConsulting, our goal is to help you achieve your goals. Schedule a free 30 minute consultation.
