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Data Health Best Practices for eTapestry presented at 2014 Blackbaud Users Conference BBCON
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Data Health Best Practices in eTapestryPRESENTED BY PAM DECHERT CFRE AND SENIOR CONSULTANTMIKE RUSCHE PRODUCT MANAGER - ETAPESTRY
Data Health = More more money for my mission and
Blackbaud can help! #bbcon
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What is Data Health?
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What is Data Health?
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• Address Clean-up• Social• Deceased• Age• Phone Numbers• Email• Employment
What is Data Health?
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• Address Clean-up• Social (Scheduled for 2015)
• Deceased• Age• Phone Numbers• Email• Employment
Survey Time!
• How many of you have a Data Health Plan?
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*
*Based on a 3rd Sector Labs Survey
10%*
Survey Time!
• When was the last time your organization did any type of data cleanup?
• Less than 3 months ago• More than 6 months ago• Never or can not remember
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Survey Time!
• When was the last time your organization did any type of data cleanup?
• Less than 3 months ago
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*Based on a 3rd Sector Labs Survey
30%*
Survey Time!
• When was the last time your organization did any type of data cleanup?
• More than 6 months ago
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*Based on a 3rd Sector Labs Survey
40%*
Survey Time!
• When was the last time your organization did any type of data cleanup?
• Never or can not remember
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*Based on a 3rd Sector Labs Survey
30%*
Survey Time!
• How many of you have someone responsible for data quality?
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*Based on a 3rd Sector Labs Survey
67%*
Why is it Important?
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Why is Clean Data Important?
• Relationships• If you don’t even know they moved, what does that
say about you wanting to build a long term relationship with them.
• Retention• If you don’t know they have have a new email
address, how do they get your communications?• They will forget about you.
• Donations• You will SAVE costs and RAISE more money.
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Quiz Time!
• What percent of people in the US move each year?
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*Based on Non Profit Quarterly Data
11.6%*15%**Based on US Census Data
• That means on average 1,100 to 1,500 people per year need their addresses updated in a 10,000 name database!
Quiz Time!
• What percent of people will you have to mark as deceased each year?
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*Based US Census Data
8%*• That means on average 800 people per year in
a 10,000 name database need to be updated as deceased!
Quiz Time!
• What percent of people in the US create a new email every 6 months?
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*Based 2014 M+R Benchmark Study
17%*• That means on average 1,700 people per year
in a 10,000 name database have a new email address every six months!
Quiz Time!
• What percent of people actually change their email annually?
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*Based 2014 M+R Benchmark Study
30%*• That means on average you have outdated
email addresses for 3,000 people per year in a 10,000 name database.
Quiz Time!
• What percent of the world joined an online Social Network in the past two years?
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*Based on a 2014 eMarket Report
18%*• Numbers now show approximately 1 in 4
people around the world are on Social Media.
Clean data = $
• Example using Bad Addresses and Deceased:• Sending a mailing to 10,000 names.• Cost assumed at $1/per piece sent.• Response rate 10%• Average gift is $30
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Clean data = $
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• If you don’t clean your data:• Mail sent to potential bad data = 1,800• Responses you won’t get from bad data = 180• Potential donations you won’t receive from bad data =
$5,400• Extra costs because of bad data = $1,800
Total: $7,200
Clean data = $
• Example using eMail directing people to take action on your eCommerce page:
• Sending an email to 10,000 names.• Cost assumed at $.10 per email• Response rate 7%• Average gift is $163
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Clean data = $
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• If you don’t clean your data:• People who won’t see your email = 1,700• Responses you won’t get from bad data = 119• Potential donations you won’t receive from bad data =
$19,397• Extra costs because of bad data = $170
Total: $19,567
Clean data = $
• Example using Social Media:• 10,000 Name Database.• Cost: Minimal• Response rate 18%• Average gift is $59 (Source NPTech for Good)
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Clean data = $
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• If you don’t clean your data:• People who won’t connect with = 1,800• Responses you won’t get from bad data = 324• Potential donations you won’t receive from bad data =
$19,116
Total: $19,116
Insanity is doing the same thing over and over again….• Stop “cleaning up” data only at the mail house or in excel, but not
in your database• Stop keeping JUNK in the database• Get buy in from the top down:
• CEO, ED• Board, Development Committee• Staff, Volunteers• Donors
Data Health Plan
• Organizational Buy-in• Data Health Scorecard and NCOA update• Data Health Audit• Data Cleanup Plan and ongoing Data Health calendar
Your Data Health Plan – Start with the Data Health Scorecard• The health of your database is determined by comparing the addresses
of your constituents with Target Analytics information. If most of the addresses in your database are complete and current, your database receives a good score. The highest possible score is an A. The more addresses are incomplete or incorrect, the lower the score will be. The lowest possible score is an E.
• The score card also indicates whether it has been more than 90 days since you ran AddressFinder™ (NCOA®). We recommend you run AddressFinder™ (NCOA®) regularly so that you quality for postal discounts. AddressFinder™ (NCOA®) helps you keep constituent addresses up to date, so you don't waste money sending mail to outdated addresses. For more information, refer to AddressFinder™ (National Change of Address®).
What’s your Score? A or ???
The Good News about NCOA After the results are downloaded, the Address, City, State, and Postal
Code fields for relevant constituents are updated. User-defined fields on each persona are also updated to reflect the date
and details of the update. A journal entry is also added to your organization's account; it includes
an attachment that you can provide to the United States Postal Service to help qualify for discounts on your bulk postage
The ‘Bad News’ – not really!You’ll have a category in eTapestry AddressFinder™ (NCOA®) Codes that will allow you to mark accounts using Mass Update:
• Invalid Address• Move Identified, Address Cannot Be Updated (Not Corrected)
Use these queries to Mass Update the Account Values for Bad Address
But that’s only step 1 of the plan
Data Health Audit
What else should we take a look at in eTapestry?• Salutations• Account Type• Important User Defined Fields• Address Clean-up• Social• Deceased• Age• Phone Numbers• Email• Employment• Missing gift information: Campaigns, Approaches
5 Great Ways to Clean up Data:
• By hand (ok, maybe not great, but works! Think INTERN!)
• Mass Update• Import• Integrated NCOA and coming soon Social!• Data Enrichment Services and Target Analytics
• Email Append• Deceased, Age Append• Employment• Prospect Research
Query on what’s missing:• Create a Data Health Query Category and put your common cleanup
queries in it.
• Create easy ‘no value’ ‘any’ queries on fields with high potential for missing data
• Use Campaign and Approach summary to look for missing transaction information
• Query on segments and create report of all values you are looking for (great if the information is in there, but wrong!)
• Create a general report and then auto-schedule these to run every 90 days and be delivered to your inbox.
Query your database to look for missing data:
If the data in the records:• All need to be updated with the SAME data – MASS UPDATE
• Example: You queried on all accounts with no Account Type and 400 come back empty. You realize they are all or 95% Individuals. You use the query with those records to Mass Update the Account Value of Account Type to Individuals. Even if a handful are businesses, do the mass update and hand correct those.
• All need to have different values – REIMPORT
• Example: You queried on accounts with missing salutations. Every donor’s salutations are different. Pull the data into an excel spreadsheet, include account number. Correct it in excel, then reimport the salutations using the account number.
Query your database to look for missing data:
Pull it out into Excel – include Account Number
Import changes back in:
Query on missing data:
Put it on a simple report:
Use Mass Update to Correct:
If the data is more complex or is missing and you can’t find it:• Data Service with eTapestry: we can do it programmatically on a test
database and then push it live.
• We can Mass Delete data.
• Target Analytics and Data Enrichment Services – this can be imported back in!
Adding required fields:
User Rights & Activity:
Ongoing Data Health Plan:• Quarterly NCOA update
• Data Health Audit
• Monthly or quarterly data health reports sent to you.
• Set required fields for Data Entry in the system. For both accounts and gifts.
• Limit user access to create Funds, Campaigns, Approaches, User Defined Fields.
• Data Entry Quality Check using User Activity Report and Created, Modified by.
• Take Screen Shots (or videos) of proper data entry for your organization. Create a user manual or a ‘how to’ for data and gift entry.
• Report on data health as part of your ongoing development plan. Assign data health tasks to the team. Create data health calendar with assignments.
Clean Data Directly impacts:
• Relationships• Retention• Donations
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Implement a data health plan today!
Resources:• HELP in eTapestry: Mass Update and Import
• Training Central: LIVE import class or video on import
• https://www.blackbaud.com/analytics/
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Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer.
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