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This is the Data Management section of the Art of Technology Workshop supported by the Mellon Foundation.
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These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
The Art of Technology
CONSTITUENT DATA MANAGEMENT
The Art of Technology is made possible by generous funding from the Andrew W. Mellon Foundation
These materials are available under the Creative Commons Attribution-NonCommercial 3.0 License.
Topics for This SegmentTracking Your Constituents
Constituent Management Systems Stand-Alone Online Ticketing Integrated Ticketing and Donor Systems Online Integrated Systems
Tracking Online Communications Broadcast Email Online Donations The Importance of a Good List Recruiting Supporters
Good Data Management
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Tracking Your Constituents
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Understanding Your Constituents
Members
Patrons
Donors/SalesPartners
Patrons
VolunteersCONSTITUENT
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Consider Your Processes
OutreachConversion
Service
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Understanding Your Constituents
Major Donors
Clients
Volunteers
Event Attendees
Press
Staff
Etc.
Outreach Conversion Service
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Group Work
The Constituent Matrix
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Constituent ManagementYou need some way to keep track of your
constituents…
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Excel is Not a Constituent Database
Having unorganized data won’t get you anywhere!
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What Do You Need to Track?
Donor ManagementBox Office
Online Ticketing Other Processes
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Poll
Who does their own ticketing?
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If You Don’t Do Ticketing…
Then you don’t need ticketing software!
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Custom Fields Can Help
What show did they attend?
When did they come?How much did they pay?
A few custom fields in your database might capture all the performance data you need…
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Tracking Constituent Data
Constituent Management Systems
Stand Alone Ticketing Systems
Integrated Ticketing and Donor Systems
Online Integrated Systems
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Constituent Management Systems
Systems that specialize in tracking different kinds of constituents… but without a lot of built in support for ticketing.
Giftworks
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GiftWorks
A friendly installed program to manage donors (plus some events and volunteers) at a low cost. www.missionresearch.com
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Salesforce.com
Gaining strength in the nonprofit world as a very flexible way to manage all your constituent relationships. Many plug-ins are available, including for Brown Paper Tickets.
http://foundation.force.com
If you need ticketing, consider:
PatronManager CRM
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Also Consider…
eTapestry DonorPerfect
Online Donor2 Raisers Edge
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Poll
Are you happy with your ticketing software?
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Stand-Alone Online Ticketing
Provides an affordable way to sell tickets – either general admission or reserved seats. You’ll likely need a constituent database as well.
Brown Paper Tickets
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Eventbrite
Basic but quite inexpensive option for selling general admissions tickets online. Patrons are taken to PayPal to buy. Free for free events.
www.eventbrite.com
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Brown Paper Tickets
Surprisingly robust option for the price – feature-rich online ticketing, including some basic reserved seat features and physical paper tickets.
www.brownpapertickets.com
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Tix.com
Useful box-office and online ticketing software– costs nothing but a flat transaction fee. No constituent tracking.
www.tix.com
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Also Consider…
Turtle Ticketing TixHub Vendini TicketLeap Tick-It! Trak Pro WinTix/WebTix
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There are Different Types of Data You Might Want to Integrate
Integrating SystemsThere are three basic approaches to integrating data
Manually synch import/ export
Use an integrated package
Create a feed via API
Pros
Cons
Look for…
Least up front investment
Can be time consuming ongoing, especially if high volume
Flexibility of import and export tools
All data is in one place and easy to access, without extra effort
Bigger investment up-front. Requires replacing existing systems
A tool that can support all your constituent tracking needs
Can create “best of breed” approach; can use existing systems
Requires skilled programmer and investment up front
A tool that allows programmatic access to data
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Full Integration Isn’t for Everyone
Basic Show info What show? When? $?
A few custom fields and a manual process might provide all the integration you need…
When contacted? What email? Other communication?
Online Donations/Sales How much? When? Why?
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If You CAN’T Get the Data…
Then it isn’t an integration issue, but a list building issue
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Integrated Ticketing + Donor Systems
Combines box office and fundraising processes in one system
Theatre Manager by Arts Management Systems
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Total Info by Easy-Ware
Fairly affordable system that integrates real fundraising functionality into reasonable box office functionality.
www.easy-ware.com
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PatronManager CRM
Ticketing and box office functionality built on top of Salesforce. Fully integrated with Patron Mail for a quite affordable solution.
www.patrontechnologies.com
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Theater Manager by Arts Management Systems
Widely used system which provides more sophisticated donor and box office functionality
www.artsman.com
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Tessitura
Well respected system that truly integrates complex box office, online ticketing, and fundraising and more. More appropriate for multi-million dollar orgs than for small ones.
www.tessitura.com
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Also Consider…
Choice Ticketing Audience View Ticketing Blackbaud’s Patron Edge
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Online Integrated Systems
Manage many aspects of online communications and constituent information all together in one online package
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WildApricot
Basic but well designed system that allows you to create a website, track members, sell general admissions tickets, send emails, take donations, and more.
www.wildapricot.com
Basic but well designed system that allows you to create a website, track members, basic event registration, send emails, take donations, and more.
www.wildapricot.com
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Z2 Systems Neon
Somewhat more expensive but more feature rich system with real support for fundraising, website content management, email, and basic event registration.www.z2systems.com
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eTapestry
This modular online system is strong in fundraising, with additional features for emailing, online payments, and event registration. It’s free to track under 500 constituents, but gets expensive fast.
www.etapestry.com
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DonorPerfect Online
Similar in functionality and cost to eTapestry but more upfront customization. Includes fairly robust general admission event registration.
www.donorperfect.com
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Also Consider…
Democracy in Action’s Salsa Convio Blackbaud Sphere
Photo: The Oude School
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Choose Your Central Systems
Define one or two types of systems that will cover the majority of your needs
Centered around patrons?
Centered around donors?
Ticketing
Software
Donor Management
Many different? Integrated
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Can You Expand It?Can you use custom fields or other features to support more constituents and processes?
This will depend a lot on the system
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Group Work
Defining Your Core Data Needs
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Based on the Matrix…
What types of systems do your answers imply should be the best for your
data management?
In which 3 to 5 squares do you spend the most staff time?
Which squares are most critical to you?
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Tracking Online Communications
Online Communications Methods
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Your Communications Strategy
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Coordinating Communications
Define the goal
Think through
the audience for each method
Tailor the message
What are you trying to accomplish?
Why are they there? What will resonate?
What will best achieve your goals?
Don’t just send the same message through every medium.
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Broadcast Email
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Emails are Very Cost Effective
Reach out to your constituents to let them know what you’re doing
Or ask them to take action
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But the Details are CriticalWho is the email from?
Is the graphic design clean? Does it depend on images?
Are there spam-like words in the text?
Are any calls to action clear?
Does it seem like they know who I am?
Is there an unsubscribe link and physical address?
What’s the subject line?
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Try to Find the Right Email FrequencyThink through your overall email volume
Quarterly Monthly Weekly Daily
TypicalAlmost certainly too little
Probably too much
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VerticalResponse
Strong features, and the first 10,000 emails free each month, but doesn’t have great templates.www.verticalresponse.com
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Network for Good EmailNow (powered by Emma)
Affordable, strong features, easy to use and has great templates (they’ll design one for you!)www.networkforgood.org
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Patron Mail
Affordable (especially for small lists), with strong deliverability and arts-focused support.
www.patronmail.com
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Online Payments
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How Many and How Large?
Estimate the donations you expect get:
How many donations?
Average donation size?
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Stand-Alone: Few Donations, Price Is Critical
$50 one time setup + 4.75% of each donation. Some customization of the form; strong international support
www.clickandpledge.com
Basic Donate Now www.networkforgood.org
No fees except 4.75% of each donation - but not customizable at all. The visitor leaves your site for the NFG site
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Stand-Alone: Best Value for Good Tools
Mid-priced specialist in donations, events, and registration. Fairly flexible donation form. Although it’s their merchant account, your org’s name appears on the credit card bill
www.greatergiving.com
Completely integrated and fairly flexible donation form, with support for products and events as well. They offer Canadian tax receipts and multiple language support.
www.gifttool.com
DonateNow (formerly by Groundspring) is an affordable basic tool that can be completely integrated into your site.
Custom Donate Now www.networkforgood.org
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Group Work
Your Core Gaps and Opportunities
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Discuss…
What are the core gaps in your current systems that would be most useful to fill?
What are your key opportunities?
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The Importance of a Good List
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Bigger is Better
The more people on your list, the more that…
Hear your message
See your resources
Take action
Donate
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Does Anyone Open Email Anymore?Yes. Especially from organizations they know and like.
These vary widely based on organization and email
12-30% Open
2-15% Click
5-10% Act
.05-2% Give
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But That’s for Actual SupportersEmailing people without their permission will do more harm than good.
You may be blacklisted as a spammer.
You may alienate people from your cause.
You may violate the law.
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The Building Blocks of a Successful List
Recruit Your Current Supporters
Make Online Friends
Consider Other People’s Lists
Be a Good Correspondent
Track Your Metrics
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Recruit Supporters
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Ask When You See ThemSetting up tables or sign-up lists in your physical space can be very effective.
RafflesGuest Books
Newsletter Sign-Ups
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Brainstorm
What methods can you use to collect patron information at shows?
Have Something Worth Subscribing ToMake it compelling to THEM
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Ask Your Direct Mail ListSend them an invitation, with a way to sign up.
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Ask as a Follow-up to All InteractionsAsk everyone if you can add them to your list
At the end of phone calls
Make it a staff mandate to collect cards and email addresses
In casual conversations
At conferences and networking opportunities
At your events
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Make it Easy to Sign Up on Your WebsiteA two-stage sign-up can maximize subscribers while still getting some info
The absolute minimum info
Subscribe them, then ask for a bit more detail.
The more info you ask for, the fewer people will fill out the form
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Ask in All Automatic EmailsSomeone who’s just done something is a great candidate to sign up for your list
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Encourage Sign Ups in Social Network Sites
Causes in Facebook, or email subscription widgets, allow people to sign-up
Facebook Causes
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An Online List Building Plan
Ensure People See It
Create Compelling Stuff
Ask for Contact Info
Information Videos Contests Campaigns Opportunities to be heard
Get updates Petitions Donate Register to view Sign in to participate
Google Ads and SEO Facebook/Twitter Ask your list to send it
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Quantity Isn’t EverythingBefore embarking on a particular list building strategy, ask yourself:
A subscriber’s value is proportional to the effort they took to sign up
Are these people really opting in?
What’s the likely return on my time?
Will they actually be interested in my cause?
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Good Data Management
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You have all this constituent data…
…you need rules to manage it!
Email List
Ticket Sales Social Media Interactions
Patrons and Donors
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Know what constituent data you have
Email Contacts
Donations and
Ticket Sales
Social Media
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How do you enter data uniformly?
Make sure to have clear instructions
How will it be recorded?
Time frame for data entry?
What will and will not be recorded?
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Periodically Clean Your Data
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Know who is working with the data
…you might consider a data focused staff member!
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Privacy versus AccessDifferent users need different levels of access:
Development Staff
Executive Director Other Staff
Volunteers
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Security is a key concern
Hosted vs. Installed Software
Who has access?
How is it backed up?
How do you access it?
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Training is Essential
Clean and
Usable Data
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Integrating Your DataIf you can’t integrate, at least coordinate
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Key Take AwaysTracking Your Constituents
Decide what type of software fits your needs If you do ticketing, then you probably want to start with
ticketing software Integration is helpful, but not always necessary
Tracking Online Communications Choose the right software for your needs and budget List building is essential to effective email and online
fundraising programs Be thoughtful and creative in recruiting supporters
Good Data Management You need rules and plans to manage your data