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Understanding data benchmarks and structural guidelines
Defining your donor universe
Data-based donor upgrade strategies
Maintaining data integrity
Easy-to-implement strategies to structuring your data
Using that data to define your donor universe
Creating donor upgrade strategies based on your defined donor universe
How do you define data in your system?
What data do you currently capture on your donors?
How do you ensure this data is captured?
What do you do with data once you’ve got it?
How do you define data in your system?a. Data codingb. Multi-levelc. Based on giving status, prospect status,
moves management etc.d. Should include any official PP capacity
(board member, honorary chair, committee member etc.)
What data do you currently capture on your donors?
Giving history, biographical, business, philanthropy, relationship to PP,
contact history, demographic, psychographic etc.
How do you ensure this data is captured?
Define what donor information you want and how you want to captured
Require those fields for your data entry staff/prospect managers
Define a series of giving levels
Define a series of relationship levels
Create definitive staff portfolios
Using established donor coding, how may constituents fall into each category?
What is the best way to reach these donors?
Do they have other things in common?ex. How did they give? In response to what?
Using established donor levels, how may donors do you have in each giving category?
Assigned levels based on cumulative giving
Overlap giving with donor codes and response motivator
Works well with annual campaignsDirect mail, Annual appeals, E-appeals, Telemarketing
Based on the defined donor universe
Utilizes list segmentation and preset donor upgrade levels
List segmentation—every donor list you pull for any appeal mailing should contain the following information:a. Donor nameb. Addressc. Phone number and yeard. Last 3-5 fiscal years of giving
Divide list into sections
a. Gave this FY and met previous FY givingb. Gave this FY and haven’t met previous FY
givingc. LYBNT (last year but not this year)d. SYBNT (some year but not this year)
Create upgrade correlations
Donor Level Ask Amount
$0-$499 $600
$400-$999 $1,200
$1,000-$1,499 $1,700
$1,500-$1,999 $2,500
$2,000-$2,499 $3,000
Apply ask correlations to groupsa. Gave this FY and met previous FY giving: no
specific amount; “special gift” askb. Gave this FY and haven’t met previous FY
giving: apply ask correlationsc. LYBNT (last year but not this year): apply ask
correlationsd. SYBNT (some year but not this year): ask for
your minimum “major donor” amount
Bridge Donors Donors who oscillate between major
donor giving and lower-dollar giving
Works well with programs that have both a direct mail and major donor/annual fund component
Periodic review of high dollar direct mail donors
Set an amount at which direct mail donors get moved to major donor/annual fund list
Monitor performance
Keep positioning fluid
Understand that data is not an obstacle to overcome
Communicate this effectively to your staff
Place emphasis on correct, accurate, and updated data
Assign responsibility for maintaining data integrity
Build that responsibility into performance evaluations
Set achievable goals and deadlines
Periodically review data sets, codes etc. for effectiveness and applicability