Useful Past Tips: DATABASE: Garbage In, Garbage Out Know these information commandments Information is king, if it's correct You get out, what you put in

1. Garbage In, Garbage Out

A fundraising database, if used correctly, is a vital resource for any nonprofit. A database that is bad or is not used properly, however, can be a huge obstacle to fundraising, according to Barbara L. Ciconte, Alden F. Briscoe and Amy Lit, speaking at an international fundraising conference.

The key concepts for utilization of a database are organization, consistency and correctness.

• Data organization:
  Includes donor/volunteer type, gift type and cause, source of donor/volunteer and multiple designations, such as board, staff, volunteer or other.
• Data Consistency:
  Includes coding consistency, format consistency, reviewing the coding structure based on what you wish to report and updating information such as addresses, telephone numbers and board/volunteer status.
• Data Correctness:
  Includes testing for accuracy and currency of information using contact with donors/volunteers and determining if errors were caused by data entry or out-of-date information; reviewing gifts and comparing with financial records

Putting these concepts into play usually means cleaning up the database, and this involves periodically reviewing coding structure and determining what is to be reported as well as assuring that unique codes are unique, developing consistent data standards, correcting inaccurate data where possible and deleting where necessary; having clearly documented data entry procedures that are periodically reviewed and involving board, staff and volunteers in updating.

2. Know these information commandments

Database screening can be an enormous help to any nonprofit, but a clear strategy ahead of time is essential for getting any benefit from such a survey.

Although a database survey should identify top donors and help weed out old addresses, its most important function should be to identify future prospects, especially those who may donate large amounts.

Speaking at a fundraising conference recently, Brad William Voigt, director of development with the Peabody Essex Museum in Salem, Mass., offered several points that a nonprofit manager should keep in mind when conducting a database screening. He phrased them in the form of commandments.

• Thou shalt understand your constituency.

• Thou shalt have a plan on how to use data before you get it.

• Thou shalt involve frontline fundraisers in planning for the screening.

• Thou shalt retain staff.

• Thou shalt provide repeated training on use of data.

• Thou shalt retain continuing counsel to advise on use of data.

• Thou shalt provide peer screening with electronic screening to establish linkages.

• Thou shalt not expect miracles from electronic screening it's only a starting place to focus efforts.

• Thou shalt know that the best research is a personal visit.

• Sometimes it's OK to make a call on a prospect who hasn't been researched and on whom no information was found.

3. Information is king, if it's correct

Any organization needs to keep prospecting, and the database can be one prime source for such an endeavor.

At the Association of Fundraising Professionals annual conference, several principles were offered on getting the most out of utilizing the database to get the best possible results. These principles can be of help to nonprofits of any size and for a variety of database types: commercial computer systems; homegrown computer systems, spreadsheets, index cards or just the fundraiser's own head.

The principles could apply to an organization that is attempting to get the maximum result from an existing database or system, or they may also apply to an organization that is thinking of obtaining or converting to a drastically different system or a new one altogether.

In addition, the principles can apply to many levels of donor giving: prospect management/donor giving, direct marketing/list segmentation, events management or membership renewals, and tracking and receiving simple gifts.

The principles to follow are:

• Remember that there is no perfect database. The best database is the one that works for a particular organization.
  
  
• First, decide what you are looking for.
  
  
• Buy-in is critical. Stakeholders must be involved in the decision.
  
  
• Structure software demos so you can compare "apples to apples."
  
  
• Make sure you understand all the costs.
  
  
• Trust, but verify.

4. You get out, what you put in

A fundraising database, if used correctly, is a vital resource for any nonprofit. A database that is bad or is not used properly, however, can be a huge obstacle to fundraising, according to Barbara L. Ciconte, Alden F. Briscoe and Amy Lit, speaking at an international fundraising conference.

The key concepts for utilization of a database are organization, consistency and correctness.

• Data organization:
  Includes donor/volunteer type, gift type and cause, source of donor/volunteer and multiple designations, such as board, staff, volunteer or other.
  
  
• Data Consistency:
  Includes coding consistency, format consistency, reviewing the coding structure based on what you wish to report and updating information such as addresses, telephone numbers and board/volunteer status.
  
  
• Data Correctness:
  Includes testing for accuracy and currency of information using contact with donors/volunteers and determining if errors were caused by data entry or out-of-date information; reviewing gifts and comparing with financial records.

Putting these concepts into play usually means cleaning up the database, and this involves periodically reviewing coding structure and determining what is to be reported as well as assuring that unique codes are unique, developing consistent data standards, correcting inaccurate data where possible and deleting where necessary; having clearly documented data entry procedures that are periodically reviewed and involving board, staff and volunteers in updating.

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