Bridging The Gap Between Your Database And Your Fundraising

Bridging the gap between youryour database and your fundraising

Bridging the Gap between Bridging the Gap between Your Database and Your Your Database and Your

FundraisingFundraising

bybyPam Dechert, CFRE, ePMTPam Dechert, CFRE, ePMT

eTapestryeTapestrypam.dechert@etapestry.compam.dechert@etapestry.com

When you hear “fundraising When you hear “fundraising database” – what do you think of?database” – what do you think of?

……how do you feel?how do you feel?

While your database can’t…While your database can’t…

• Read your mindRead your mind• Raise moneyRaise money• ThinkThink• Replace human interactionReplace human interaction• Or solve every problem…Or solve every problem…

Your database can, and should…Your database can, and should…

• Streamline processesStreamline processes

• Automate routine tasksAutomate routine tasks

• Give you easy access to informationGive you easy access to information

• Allow you to grow your fundraising and Allow you to grow your fundraising and be more effective! be more effective!

Your database can, and should…Your database can, and should…• Help you communicate betterHelp you communicate better

• Help you improve the donor Catholic Help you improve the donor Catholic stewardship experiencestewardship experience

• Expand your Internet presenceExpand your Internet presence

• Provide historical analysisProvide historical analysis

• Help with strategic planningHelp with strategic planning

Agenda:Agenda:

• The Basics - Why a good database is more important The Basics - Why a good database is more important now than ever beforenow than ever before

• Traditional versus New - selecting a databaseTraditional versus New - selecting a database• Expanding RelationshipsExpanding Relationships

• Contact ManagementContact Management• Relationship TrackingRelationship Tracking• CommunicationsCommunications• Integrated ToolsIntegrated Tools• AnalysisAnalysis

• Your organization and the recession– Knowing your constituencies

• How are they affected; regionally & individually• Be ‘donor centered’

– Your donors, members, and prospects do not stop caring about your mission during a recession.

• Compassionately manage your relationships

What Smart Faith Based Nonprofits know about raising money during challenging times – Why a good database is more

important now more than ever before

New Breed of Prospect/Donor/Member

o Reads email before snail mailReads email before snail mail

o Busy, satisfy interests on their scheduleBusy, satisfy interests on their schedule

o Expect to find information onlineExpect to find information online

o Expects information to be personalizedExpects information to be personalized

o Expects immediate feedbackExpects immediate feedback

o Demands information/stewardshipDemands information/stewardship

The Basics…The Basics…

Why a good database is more important now more than ever before – Donor Relations

• Simple solutions to employ– Determine & Chart average number of contacts from direct mail, telephone, email

– the different pieces constituents get each month for entire year on the whole!– Analyze content & purpose of each piece: cultivation, information etc.– Overlap? How can we consolidate or eliminate– Survey your donors via email, direct mail or phone, what is important or not– Implement a plan that reflects what the donor wants/segmentation analysis– Cost savings on direct mail costs : Postage rates go up May 11 for npo’s– Spending $ in different areas: online, benchmarking, email – look at as

acquisition costs

Annual Giving

• How are we perceived?– Are we seen as efficient?

• Can we solicit loyal donors more efficiently?• Are we forthright w/donors in partners to reduce admin overhead?

– Positive message to fit their needs• Is the annual fund a one-year-at-a-time “thank goodness we made the goal”

enterprise?– Are we surprised when donor retention is low?– 171 faith based organizations lost $188,000 last year from lapsed AF

• Donor loyalty is at the foundation of most ultimate giving– Why is donor retention NOT the chief goal of the annual fund?– Is it worth testing a limited solicitation program asking LESS often but

encourages and acknowledge of donor loyalty at any gift level?• Are we over soliciting?

– Budget savings, respect, major gift work

JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC.

2 2 2 0 1 1 2 3 3 1 0 0

1 1 1 1 1 1 1 1 1 1 1 1

1 1 1 1

Appeals

E-News

Renewal

Upgrade

Holistic Planning

Why an integrated database system is more important now more than ever

An Integrated Strategy

In Person Meetings

Events

BlogsText MessagingSocial Networking Sites

Your Web SiteE-Mail

PrintOther Tools

The Basics

Internet use?

Gift size?

Interests?

Communication preference?

Children?

Volunteer interests?

2. ID Your Key Needs2. ID Your Key Needs

• Needs – not FeaturesNeeds – not Features

• Remember the 80/20 RuleRemember the 80/20 Rule

• Envision growth and future needsEnvision growth and future needs

The Basics…The Basics…

Prospect Research

Executive Reports

Planned Gift CalculatorseReceipting

Moves Management or RaisingMoreMoney

Advanced Security

Data Hygiene Tools

eCommerce

Outlook IntegrationWishList

Grant Explorer

Websites

Advanced Email

Matching Gifts

The Basics…The Basics…3. Know your Resources3. Know your Resources

Expertise

Technology

The Basics…The Basics…4. Something usable by Key Stakeholders4. Something usable by Key Stakeholders

Admin staff

Board members

Executive staff

Volunteers

Researchers

Traditional versus New…Traditional versus New…

Traditional (Client ServerTraditional (Client Server)) New (ASP)New (ASP)

•Bought or BuiltBought or Built

•In-House Computer SystemsIn-House Computer Systems

•Continual MaintenanceContinual Maintenance

•Limited UsersLimited Users

•Limited AccessLimited Access

•Not all bad!Not all bad!

• RentedRented

• InternetInternet

• Automatic UpdatesAutomatic Updates

• Unlimited UsersUnlimited Users

• Remote AccessRemote Access

• Integrate to Web ServicesIntegrate to Web Services

Use your database to help expand relationships…

• Contact Management

• Relationship Tracking

• Communications

• Integrated Tools

• Analysis

Contact Contact Management…Management…

Every phone callEvery phone call

Every emailEvery email

Every conversationEvery conversation

Every eventEvery event

Record it in your database!Record it in your database!

Constituent interactions

"I open up my database and look at the journal entries to see the last time we talked. If I don’t know them very well, I can see who introduced them to the organization. It’s really powerful."

Connie Sherman, Connie Sherman, Executive Director, St. Mary's Child Center

Outlook Integration

Complete info on one page

Future Contacts/Calendaring

Relationship Tracking…Relationship Tracking…

Six Degrees of Six Degrees of

Track Relationships

Relationships

Track Relationships

Pure Fundraising Tools:Pure Fundraising Tools:Recurring Gifts, Pledges, Segmented Gifts, Auto ProcessingRecurring Gifts, Pledges, Segmented Gifts, Auto Processing

Communications…Communications…

MailMail

EmailEmail

Communications & Tracking All in One Place

Envelopes Templates

Newsletter Templates

Events & Invitation Templates

E-Newsletters

Thank You Letters

Special Event Invitations

Integrated Online Tools/Relationship Integrated Online Tools/Relationship BuildingBuilding

Phone-A-Thon improved because … Easier and faster to record pledge / gift information Last year we have a lot of duplicate sheets printed somehow Cheaper & “greener” in the future without having to print 13,000 sheets of paper.

Our $31,000 increase in phone-a-thon completely paid for our database system within the first two weeks of it going live!

St. Thomas Aquinas Newman Center – Phone – A- Thon

Online Ministry Sign Ups, Adult Faith Formation, Prayer Request, What else?

Integrated Relationship Building – Personal Fundraising & Cart – Building Relationships, Loyalty …

Other Integrated Other Integrated Tools…Tools…

Grant ResearchGrant Research

Matching Gift ResourcesMatching Gift Resources

Planned Gift CalculatorsPlanned Gift Calculators

Prospect ResearchProspect Research

Online GivingOnline Giving

Website IntegrationWebsite Integration

Analysis…Analysis…• How are gifts designated?How are gifts designated?

• Who are your top donors?Who are your top donors?

• Who are your top prospects?Who are your top prospects?

• How many new donors do you have?How many new donors do you have?

• How many donors increase/decrease giving?How many donors increase/decrease giving?

• How many donors are lapsing?How many donors are lapsing?

How are gifts designated?

Top donor report

Who are your top donors?

For Impact Report

Who are your top prospects?

How many new, increasing, decreasing, lapsed…?

BenchmarkingBenchmarkingAnd Donor LoyaltyAnd Donor Loyalty

““Up and Coming”Up and Coming” Analysis Tools Analysis Tools

Benchmarking - What is it?

• Now, for the very first time, you can get dynamic reports that let you compare your fundraising activities and results to other nonprofit organizations! You can even filter the data to match your results to organizations that are similar to you in type, size and location.

• Benchmark Reporting module is designed to gather aggregate statistics from a large number of participating eTapestry/FEP customer databases. The data is then displayed side-by-side with the same statistics from your own database, giving you a comparison between your organization and other nonprofits.

• Having access to this data will allow you to see where your strengths and weaknesses lie in comparison to similar groups. This valuable data supports growth-oriented strategic planning and budgeting for your fundraising programs, enabling you to raise more money!

We are losing current donors, not focusing enough of our development time on lapsed donors, and

spending more money to acquire donors• Benchmark Giving Dynamics, Status,

Trends, Comparisons

Donor Loyalty• Your ability to fund your mission is dependent on

the generosity of donors. However, the loyalty of donors is what allows you to sustain, plan, and expand your mission. Do you know if your donors are “loyal” to your organization?

• Can provide a scientific measurement of individual donor loyalty, which provides accurate insight into future donor behavior.

Donor Loyalty

ConclusionConclusion::Selecting your database – (Selecting your database – (know your needs and your donorsknow your needs and your donors))

Traditional versus New technologiesTraditional versus New technologies

User your Database to Expand RelationshipsUser your Database to Expand RelationshipsContact ManagementContact ManagementRelationship TrackingRelationship TrackingCommunicationsCommunicationsIntegrated ToolsIntegrated ToolsAnalysisAnalysis

Thank you!Thank you!For a Copy of Slides . . . For a Copy of Slides . . . Pam.dechert@etapestry.comPam.dechert@etapestry.com

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