Growing your database and research

Growing your databaseAndy CooperHead of Development ServicesUniversity of Sheffield, United Kingdomwww.shef.ac.uk/alumni

24/05/2011 © The University of Sheffield / Department of Marketing and Communications

I aim to cover …• What is a database?• Why have a database?• Types of database• Information to hold• Sources of information• Resources24/05/2011 © The University of Sheffield / Department of Marketing and Communications

What is a database?“A structured collection of data held incomputer storage; esp. one thatincorporates software to make it accessiblein a variety of ways” O.E.D.It could be your most powerful resource:collective memory, evidence and a working tool 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Database examples24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Without maintenance24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Why have a database?• Store our information in one place• Easily extract information e.g. mailing lists, email addresses, VIP’s• Search for information• Secure• Reduces paperwork• Collective memory 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Types of databaseSpreadsheet Relational Database (Access, Oracle, SQL)Pros Pros Cheap Easy to manage Easy to create Easy to shareCons Easy to search Hard to manage Can be very complex Difficult to share Cons Hard to query Can be expensive Limited in data 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Information to hold• Minimum of • Name • Contact details (home & work) • Educational qualifications • Work including salary • Donation history • Interests (while at University and now) • Event history (mailings, email, visits)24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Sources of information 1• Existing Systems • Current Databases • Alumni Directories • Paper Records • Personal Knowledge • Business Cards24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Sources of information 2• External Sources • Business Directories • Public Libraries • Newspapers • Research Companies • The Internet24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Sources of information 3• Pro-active sources • Questionnaires • Email-shots • Adverts • Website • Business Cards • Networks24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Questionnaires• Cheap to produce• Easy to fill in• Engage your alumni• Can be used at all events and with all mailshots• Gather a lot of information quickly• Need to be input• Need addresses24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Questionnaires• In 2002, we sent 100,000 questionnaires• 18,000 were returned with new and updated information• 9,000 were returned due to incorrect addresses• 25% response in some form on the first contact for 8 years!• Even received several donations• 43 Weeks to Update the Database24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Email• Easy to create• Cheap to send• Very easy for people to respond• Good response rate• Need email addresses• Need resources to update your database24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Adverts• Potentially reach a large number of alumni• Good Public Relations for your institution• Do not need addresses• Get a news story and you get a free advert!• Can be expensive24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Website• Easy to set-up• Easy to maintain• Provide key information• Advertise events and services• Use forms to gather data• Have to be kept up- to-date24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Business Cards• Easy to collect• Up-to-date contact information• Have a Business Card raffle at all events with a prize• Encourage academics to send you business cards24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Networks• Use personal and professional networks• Encourage people to tell you if they meet alumni• Encourage alumni to tell you about other alumni24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Legal issues• Before storing information check for any legal issues• In Europe the “Data Protection Act” defines how we can store personal information• Explain to people how you are going to store and use their information• Give them “opt outs” so they can choose not to be contacted or removed from your database24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Data entry• Huge job (mountain)• Very important• Need high accuracy• Speed• “Boring” job• Most important job in the office?24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Resources – what you will need• Database• Data entry staff• Researchers• Database administrators• Money for mailshots24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Data entry staff• Students • Hardworking • Intelligent • Appreciate why • Can do “odd hours” • Cost effective24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Database screen shots With Sample Data24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Conclusions

Conclusions• The database underpins all the work in your office• It is a long-term investment which requires proper funding• Over time it will become a tailor-made resource of real value• We are blind and impotent without a database• “Rubbish in = rubbish out” 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

ResearchAndy CooperHead of Development ServicesUniversity of Sheffield, United Kingdomwww.shef.ac.uk/alumni

Research• Why do research?• Where to find information?• How to record it?• Sample profiles 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Why do research?• If you don’t know who your alumni are how can we ask them to help• Help provide quick briefings to senior staff• To save embarrassment• To understand who we are• To provide evidence and statistics• Help group our alumni to manage them• To find our high flyers and influential alumni 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Building a picture• Name• Photo• Address• What do they do? Biography?• Do they have family?• What are they interested in?• Who do they know at the Institution?• Who is in their network?• What might interest them at the Institution? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Building a picture 2• What are they worth?• What motivates them philanthropically?• What is their capacity to give? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Where to look• Alumni Database• News clippings and media stories• “Tip offs” and personal updates• Commercial databases (Compass, Companies House, Nexis, Who’s Who)• The Internet 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

How to record information• Alumni Database• Drop down lists vs “Free text”• Keep it simple and consistent• Group information where you can• Media stories and clippings as images and documents• Create Profiles• Regularly check and update• Keep figures to show progress 24/05/2011 © The University of Sheffield / Department of Marketing and Communications

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