This document discusses how to make the most of a fundraising database for research. It provides tips on data hygiene, audience segmentation, and using analytics to better understand donors' capacity, propensity, and motivation to give. It emphasizes finding "gold dust" in the database by analyzing existing donors' wealth, past giving patterns, and other interactions with the organization to prioritize outreach and tailor asks. The goal is to cultivate more "passionate donors" who give more often, at higher amounts, are interested in everything the organization does, and don't want to lose touch.

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I LOVE MY DATABASE
How to make the most of your fundraising database for research
Azadi Sheridan
Researchers in Fundraising Scotland
22 October 2012
@AzadiSheridan

2. 22 Oct 12 Researchers in Fundraising Scotland 3
Creative
Fun
Intuitive
People-
oriented
Fundraiser
Solid
Complica
ted
Unfashio
nable
Unfriendl
y
Data

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THE COST OF A TYPO!

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HYGIENE
ADDRES
S
EMAIL
PHONESALUTATI
ON
DONATION
MOTIVATI
RELATIONS
HIP TO YOU

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Ask
Segment
BUILD ON STRONG
FOUNDATIONS
Data capture / Gifts / Web History / Other moments
Address Hygiene / Contact Basics / First Gift
Calls
Wealth / Email Address/ Phone /
Address Data
Analytics
Audience Segment

6. 5/30/2014 Footer 7
AUGMENTATION

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AUGMENTATION - DOES SOCIAL MATTER?
BUT IT
DOES
ALLO
W US
TO

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Capacity
PropensityMotivation
HOW WELL DO WE MEASURE THESE?
• Wealth
• Assets - Liquid vs Not
• Gifts to other
organisations
• Target Gift (%
of ENW)
• Other
interactions
with your
organisation
• Your contact
with them

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“People
don’t know
what they
want until
you show it
to them”
AUDIENCE SEGMENT

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VS
Legator
Major
Donor
High Value
Member/ Recurring
Donor
Member of Public
Influencer – social media,
political, other
Volunteer
Asker
Year Reunion Organiser
Advisory Committees
Event fundraiser
Different kind of patrons
Article writing

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MOTIVATION FACTORS

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PROTOTYPE PROSPECT RESEARCH
DASHBOARDS
WEALT
H
GIVING
PATTER
NS
TARGET
GIFT
AUDIENCE
SEGMENT
MOTIVATION
SCORE

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• I’ve got 30,000 new
members – what do I do?
- Wealth (capacity, CCR)
- Motivation (responses to
surveys, calling them,
Exhibition attendances)
- Which members stick?
• Divide and conquer
- Stack ranking (who are your
most engaged? Use them to
motivate others.)
- More in depth research
• £500 member doesn’t re-
join, call them a few times
• £40 member doesn’t re-
join, ask them why
GOLD DUST IN YOUR DATABASE

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1. Give more often, at higher amounts
and for longer periods of time
2. Donate more to your organisation
than to other organisations
3. Are interested in everything your
organisation does. They donate;
attend events; purchase from your
catalogue; volunteer; join
committees; visit your website; read
your publications; tell you their
negative opinions
4. Don’t want you to lose touch with
them
5. Aren’t looking for reasons to stop
giving
6. Are interested in sharing
SIX QUALITIES OF A PASSIONATE DONOR

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HOW
PASSIONATE
ARE YOUR
DONORS??

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• Motivating factors – group
and rank them for shared
benefit
• Review Raiser’s Edge best
practice for codes
• Review data hygiene best
practice
• Look at the six passion
factors
• Tell me what should be in
The Raiser’s Edge
OPTIONS FOR THE HOUR SESSION

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• WWW.BLACKBAUD.COM/DISCOVERY
HELP US RESEARCH YOU