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Turning Data into Dollars

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Presented at the 2010 AFP DFW Philanthropy Conference by Mack Campbell, Amanda White and Dana Heter.

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Turning Data into Dollars

  1. 1.  Development Vision Goals Strategies Success Indicators
  2. 2. Collecting DataUsing Development StoringData Data Strategy Analyzing Data
  3. 3. EventsGifts Relational Database or Spreadsheet Collecting Data
  4. 4. Web / Events Social Media Relational Email Direct Mail ScreeningsGift Officer White MailGifts CRM Prospect Research Collecting Data
  5. 5.  Asking for Information  “People often give only because they were asked”  5 W’s & the H  Information you will use  Information that will result in a future gift Collecting Data
  6. 6.  Asking for Information Creating Streams of Data  Identify new streams of Data  Analytic services Collecting Data
  7. 7.  Response Device Design Principles  Reinforce mission through design  Be concise and clear  Complete the form yourself first Collecting Data
  8. 8. Collecting Data
  9. 9. Collecting Data
  10. 10. Collecting Data
  11. 11.  Awareness of Development strategic plan Assessment of success indicators Assemble data fields to support output/reporting requirements Storing Data
  12. 12.  Awareness of Development strategic plan  Measurables: fundraising campaign, appeals, moves  Timeframe: monthly, bi-annual, annually  Goals: increase donors, increase revenues, increase moves/activity Storing Data
  13. 13.  Awareness of Development strategic plan Assessment of success indicators  What data or timeline frequency measures success?  What fields or codes are needed to capture data?  What reports are required?  Staff involvement? Storing Data
  14. 14.  Awareness of Development strategic plan Assessment of success indicators Assemble data fields to support output/reporting requirements  Earmark qualified fields  Campaign, fund, appeal/approach, moves/actions  Append goals/number solicited Storing Data
  15. 15.  Database Administration Principles  Clear, defined role for database manager and other users  Comprehensive data entry best business practices guide  “Cheat sheet” – quick reference for the Development team Storing Data
  16. 16.  Protect the database’s integrity  Simple weekly/monthly data audits  NCOA (National Change of Address)  Frequent review of code methodologies Storing Data
  17. 17.  Understanding make up of your donor file  Segments and their value Analyzing Data
  18. 18.  Understanding make up of your donor file Understanding the profiles of your donor constituencies  By giving source, frequency, status, LTV Analyzing Data
  19. 19.  Understanding make up of your donor file Understanding the profiles of your donor constituencies Understanding the source of your donors  Cost, renewal and attrition rates Analyzing Data
  20. 20.  Understanding health of your development program  Key performance indicators, lapsed donors, monthly status updates Analyzing Data
  21. 21.  Understanding health of your development program Understanding performance of efforts, activities, programs  ROI, giving by date, amount, medium Analyzing Data
  22. 22.  Targeting  Who, what, when, why, and how Using Data
  23. 23.  Targeting Messaging  Donor motivation, recognition Using Data
  24. 24.  Targeting Messaging Asking  Appropriate gift ask amount Using Data
  25. 25.  Amanda White SYNC Non-Profit Consulting Group awhite@syncresults.com Mack Campbell On Your Mark Consulting mack@onyourmarkllc.com Dana Heter DirectStrategies dana@dirstrat.com

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