This document discusses best practices for collecting consumer information and building trust with donors. It notes that collecting personal data has negative connotations related to privacy and identity theft. To gather information ethically, organizations must establish trust first by explaining how the data will be used respectfully and securely, and by clarifying what benefits the donor will receive by sharing it such as a more personalized experience. The amount of information donors are willing to share depends on how much they trust the organization, whether the questions seem relevant, what incentives there are for sharing, and if the reasons for collecting are properly communicated upfront. Timing, transparency and flexibility are key to gaining consent and building long-term relationships.

1. Building Relationships Through Data
Gathering
January 8, 2009

2. In the information age, data is
king and customer information is
the currency.

3. Collecting Consumer Information Has
Many Negative Connotations

4. Collecting Consumer Information Has
Many Negative Connotations
85% identity theft is
caused by victim
interaction with identity
thieves.

5. People feel their info is being used
for “trickery” and to “one-up” them.

6. People feel their info is being used
for “trickery” and to “one-up” them.
Typically, the worst thing a
business will do is try to
sell them something.

7. Without the establishment of
trust, a relationship cannot
be established.
Only a transaction can
occur.
Consumer trust is a key factor in
any business activity.

8. The decisions of what
information is to be asked is
as much an art as a science.

9. The Amount of Information a Donor
is Willing to Share Depends on 4
Variables:
1.How much do I trust that
the organization will use my
information correctly.

10. No Alarms
No Surprises
1. How much do I trust that the organization will
use my information correctly.

11. The Amount of Information a Donor is Willing
to Share Depends on 4 Variables:
1.How much do I trust that the organization
will use my information correctly.
– Does the information requested seems
appropriate for the transaction at hand.

12. Asking for inappropriate information
causes distrust between the donor and
the organization.
2. Does the information requested seems
appropriate for the transaction at hand.

13. We risk the donor
give us incorrect
information.
No information is
better than wrong
information.

14. The Amount of Information a Donor is Willing
to Share Depends on 4 Variables:
1.How much do I trust that the organization
will use my information correctly
– Does the information requested seems
appropriate for the transaction at hand.
– What is in it for the donor?

15. Google has mastered the answer to
this question.
What’s In It For Me??????

16. Google has mastered the answer to
this question.
What’s In It For Me??????

17. What’s In It For Me As A Donor?
• Enable UWCO To Thank The Donor
• Easier Pledging
• Correct Past Errors
• Communicate About UWCO Work
• Enhance Your Gift

18. The Amount of Information a Donor is Willing to
Share Depends on 4 Variables:
1. How much do I trust that the organization will use
my information correctly.
– Does the information requested seems
appropriate for the transaction at hand.
– What is in it for the donor?
– Has the organization properly explained why
they need the information?

19. This is the process of “marketing the ask”
4. Has the organization properly
explained why they need the information?

20. United Way has a trust advantage
when we “marketing the ask”
4. Has the organization properly
explained why they need the information?

21. Just because you want the data
does not mean you are entitled to
collect it.

22. Information for each donor interaction should
be defined as:
• Required Information
• Optional Information
• Information That Can Be Gathered Later
• Information That Should Not Be Asked

23. Things To Remember:
1. Donors want to retain their privacy and may be worried
about ID theft.

24. Things To Remember:
1. Donors want to retain their privacy and may be worried
about ID theft.
– Make sure a relationship has been built before any
information gathering proceeds…Timing is EVERYTHING!

25. Things To Remember:
1. Donors want to retain their privacy and may be worried
about ID theft.
– Make sure a relationship has been built before any
information gathering proceeds…Timing is EVERYTHING!
– Be personable – use humor if appropriate

26. Things To Remember:
1. Donors want to retain their privacy and may be worried
about ID theft.
– Make sure a relationship has been built before any
information gathering proceeds…Timing is EVERYTHING!
– Be personable – use humor if appropriate.
– Explain the value of questions if they seem out of context.

27. Things To Remember:
1. Donors want to retain their privacy and may be worried
about ID theft.
– Make sure a relationship has been built before any
information gathering proceeds…Timing is EVERYTHING!
– Be personable – use humor if appropriate.
– Explain the value of questions if they seem out of context.
– Be flexible.

28. TIMING IS EVERTHING

29. TIMING IS EVERTHING
Make sure a relationship is
established before you ask
for personal information.

30. What’s in it for the donor??

31. What’s in it for the donor??
Just because we want/need
the information does not
mean we are entitled to it.

32. Thank you