Getting Personal with Your Database
07/23/2015
Getting Personal
with Your
Database
Diana V. Hoyt
President
Heritage Designs
www.MatchMakerFRS.com
3 Concepts to Increase the
Impact of Your Data
•Donor Management
•Donor Communications
•Donor Connections
Is this your database?
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
What to Do
• Database Hygiene – NCOA / CASS
• Donor Management Policies &
Procedures
• Duplicates
• Business Names
• Foundation Contact Info
• Email Append
Giving to Charities in the USA
Reported by Giving USA
Individuals
Foundations
Corporations
Bequests
People Total
2010
2011
2012
2013
2014
73%
73%
72%
72%
72%
14%
14%
15%
15%
15%
5%
5%
6%
5%
5%
8%
8%
7%
8%
8%
81%
81%
79%
80%
80%
4 Primary Considerations
•Fundraising Activities
•Donor Interests
•Donor Affiliations
•Donor Giving History
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
Fundraising Activities
Donor Interests
Donor Affiliations
Board of Directors
Rotary Club
Church Women United
Chamber of Commerce
Parent
Grandparent
Alumni
Client
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
Donor Giving History
Example Tactics
1) Direct mail appeal with Donors who
gave less than $100 last year:
Encourage them to give $100 by
showing what $100 will do.
2) Donors with a gift between $1,000 and
$4,999 over the past 3 years: Invite
them to a VIP event and the
opportunity to join the new $5,000
Donor Circle.
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
Data Analysis
Software Reports
Comparative
Comparative Analysis by Giving
Code
Analysis
Analysis by Constituent Type
Motivation
Motivation Performance Analysis
Benchmarking
Fundraising
Effectiveness Project
Donor Retention Analysis
$1,500
Gains=
$1,129
$1,000
Net=
$329
$500
$-
Losses=
$(800)
$(500)
$(1,000)
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
Benchmarking
Fundraising
Fitness Test
Getting Started
•Go to afpnet.org/FEP
•Go to Tools
•Download Item 1 & 4 the
GiGi Fundraising Fitness
Test (Excel)
Pull Data from …
•Determine what you want to
use
All data
Gifts and Pledge Payments
Only
Annual Fund
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
Copy Data into Excel
Delete all columns except
Constituent ID
Date of transaction
Amount of transaction
Next Steps
• Put columns in the order of ID,
Date, and Amount
• Copy 3 columns of Data into
the Fundraising Fitness Test
page titled Data. Note that Acct
is equal to Constituent ID.
On the tab, StepByStep
• Put in the year you want to utilize.
For example if I want to compare
2011 with 2010, I will enter 2011.
• If you receive security warnings
about macros. Click the Options or
Enable Content. Click OK.
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
More on StepByStep
NOTE: If your fiscal year is not a
calendar year, change the 12 to
the number of the month your
fiscal year ends. For example, if
your fiscal year ends in
September, put in a 9.
Final Step
• Click Run Fitness Test
• Depending on the amount of
data you have, this could take a
few minutes or awhile. With
30,000+ transactions, it took
about 27 minutes.
Do You Have Results
• On the Data tab, there will be a
new column beside each
transaction. It is the year of
the transaction. The donor ids
will be changed so that it is
now anonymous.
• Notice the other 4 pieces of
information
AFP Arizona State Conference 2015
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Getting Personal with Your Database
07/23/2015
HUG Your Donors
Make the World a Better
Place to Live
Diana V. Hoyt
President
Heritage Designs
602.265.6680 / 800.752.3100
www.MatchMakerFRS.com
AFP Arizona State Conference 2015
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