Data Essentials: The Backbone of Your Marketing

Communications

Susana GajicAssociate Director, Records and DIS Management

susana.gajic@utoronto.caThe University of Toronto

University of Toronto

• $80- $130 Million raised annually.• Decentralized advancement with about 300 staff.• 600,000 + entities in database.• 405,000 living alumni• About 45 staff in the processing and technical

support group.• Central and decentralized data entry and

maintenance.

Your Advancement

AlumniCRM

Database Management System

Predict Constituent Behaviour

Identify Key

Alumni

CreateFocused

Marketing Communications

Assist Market

Research

Develop New Products

or Services

Measure Your

Marketing Success

Your database enables you to…

Leverage your client database: •Your database should contain clean, accurate information to support business initiatives.

Database Structure:•Ensure your data is complete, compatible, and accessible.

Extraction tools:•Your system should have the ability to extract the useful data in many formats.

Turn data into information into knowledge!

First NameLast NameAddress

Telephone NumberEmail Address

What information is important?

Additional Information:Employer name & address

Education Data, Professional Designations

AgeMarital Status, Children, etc.

Auxiliary Information:Event attendance

VolunteerismPress and Publications

Awards

Data Enhancements

How can you be sure your data is good?With regular data cleansing…

1. Address Accuracy 2. Address Standardization3. National Change of Address (NCOA)4. Telephone Append

Data Enhancements1. Canadian Census & Taxfiler Data

Average Household IncomeAverage Dwelling Value

2. Neighbourhood Segmentation SystemsPRIZM, PSYTE

3. Geographic Appends - add a spatial dimension to your database.

“Where do our constituents live?”

“Where do ourdonors live?”

“Where should we host events?”

How do we use it ?

So, now that we have the knowledge…

Put your best list forwardYour database experts are experts:• Brainstorm with your advancement

services staff, trust me, they know your database.

• Help them understand your business and they will help you target the right market.

Put your best list forward…cont.Leverage your mail-house• More data cleansing (for large volume

mailing discounts)• Merge duplicate records (less waste,

saves money, more efficient campaigns)• SAVE MONEY

Your communications go out…(finally!)Inform relevant groups in your organization • Front line staff• Data processorsTracking and Response• UofT process: Mass Communication • OPT out: call to action, multiple entry points,

online, email, telephone, mail

Quid Pro Quo: What your partners can do for you!

• Return a clean mailing list• Where possible, identify who responded• Returned mail• Address updates• Surveys

History of Data

Central CampusFocus Department Individual

Time, Improvements in Tools, Advancement Sophistication

Data Information Knowledge

From www.supportingadvancement.com

SolicitationKey for Enterprise AnalysisMost Difficult to Get

Research

Finance

StudentInformation

System

EventsTelemarketing

WebOthers

Outbound to the WebInternal & External Consumers

GlobalEconomic &

Other ExternalData Sources

From www.supportingadvancement.com

Back to the Future

BiographicalGiving

360 QuestionsHow can Canadian educational institutions work together in this area of business development?

What resources or services should Canadian educational institutions seek out in respect to this area of business development?

How can we utilize Dialogue 360 to better our understanding of this area of business?

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