databases and prospect research jason briggs prospect research officer university of sheffield,...
TRANSCRIPT
Databases and Prospect ResearchJason BriggsProspect Research OfficerUniversity of Sheffield, United Kingdom
www.shef.ac.uk/alumni
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Databases
• What is a database?
• Why have a database?
• Types of database
• Information to hold
• Sources of information
• Legal issues
• Resources
18/04/23 © The University of Sheffield / Department of Marketing and Communications
What is a database?
“A structured collection of data held in computer storage; esp. one that incorporates software to make it accessible in a variety of ways” O.E.D.
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Why have a database?
•Stores masses information in one place
•Which in turn allows you to easily extract information e.g. mailing lists, email addresses, VIP’s and other information
•Reduces paperwork
•Secure
•Automate certain functions
18/04/23 © The University of Sheffield / Department of Marketing and Communications18/04/23 © The University of Sheffield / Department of Marketing and Communications
Why have a database?
•But most importantly, it allows for collective memory so you are all ‘Singing from the same hymn sheet!’
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Spreadsheet
Pros
Cheap
Easy to create
Cons
Limited in dimensions
Hard to manage
Difficult to share
Hard to search
Relational Database (Access, Oracle, SQL)
Pros
Easy to manage
Easy to share
Easy to search
Runs reports
Cons
Can be expensive RE £13k
Can be very complex
Types of database
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Information to hold
• Minimum of • Name
• Contact details (home & work)
• Educational qualifications
• Work history, including salary
• Donation history
• Interests (while at University and now)
• Action history (Events, mailings, email, visits)
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Sources of information 1– Internal Sources
• Current Databases – in other departments
• Alumni Directories – graduation records
• Personal Knowledge
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Sources of information 3 – Pro-active Sources
• Questionnaires
• Website
• Business Cards
• Networks
• Social Media
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Questionnaires• Cheap to produce
• Easy to fill in
• Engage your alumni
• Can be used at all events and with emails
• Gather a lot of information quickly
However:
• Need time to input
• Need addresses
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Note on Questionnaires
• In 2002, we sent 100,000 questionnaires
• 18,000 were returned with new and updated information
• 9,000 were returned due to incorrect addresses
• 25% response in some form on the first contact for 8 years!
• Even received several donations
• 43 Weeks to Update the Database!
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Email• Easy to create
• Cheap to send
• Very easy for people to respond - meaning a higher response rate
• Can redirect them to official website
• However• Need email addresses
• Need resources to update your database
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Website• Easy to set-up
• Provides key information to viewers
• Advertise events and services easily
• Sheffield Reunited
• However• Keep up to date!
• Don’t look dated!
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Business Cards
• Easy to collect
• Up-to-date contact information
• One idea is to have a Business Card raffle at all events with a prize
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Networks
• Start where you are!
• Encourage a major gift mentality amongst staff – so information is shared with you
• Encourage alumni to tell you about other alumni
• Remember, some people are precious about who they know!• Arrange peer meetings – bring
wine!
Social Media• Huge advantage as they
do the work for you
• Create Alumni groups on LinkedIn and Facebook – create a sense of unity and pride!
• The more activity you put out the more you get back
• Easy to search
• Be careful not to believe everything!
18/04/23 © The University of Sheffield / Department of Marketing and Communications
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Legal issues
• Before storing information check for any legal issues
• In Europe the “Data Protection Act” defines how we can store personal information
• Explain how you are going to store and use their information
• Give them “opt outs”
• Make sure the data is worded professionally and considerately as they can request to view what information you hold
• Always cite your sources of your data
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Resources – what you will need
• Database
• Data entry staff
• Researchers
• Database administrators
• All requires money!
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Data entry staff
• Data Entry is a big & time consuming task – will need help from time to time
• Students• Cost effective
• Can do “odd hours”
• Hardworking
• Intelligent
• Appreciate why
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Tips on how to record information
• Drop down lists vs “Free text”
• Keep it simple and consistent
• Group information where you can - Actions
• Media clippings saved as images or documents for easy viewing
• Keep figures to monitor progress – New Addresses added per year etc
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Database screen shots
With Sample Data
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Database screen shots
With Sample Data
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Prospect Research
• Why do Prospect Research?
• Where to find information?
• Prospect Profiles
• Gift Capacity
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Why do research?
• To find wealthy and influential alumni
• Provides essential data that guides fundraising strategy – gift table
• Help group our alumni to manage them –senior alumni, famous, academics etc
• Helps provide briefings to senior staff• Can save embarrassment!
• Overall it enhances your database and eventually your institution!
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Building a picture – Prospect Profiles
• Name
• Photo
• Address
• What do they do? Biography?
• Do they have family?
• What are they interested in?
• Who do they know at the Institution?
• Who is in their network?
• What might interest them at the Institution?
Building a picture 2 – Gift Capacity
•What motivates them philanthropically?
•What is their capacity to give?
•We estimate 1% of assets 2% of salary = 1 year gift capacity
•Again, always cite sources in profiles.
18/04/23 © The University of Sheffield / Department of Marketing and Communications
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Where to look• Alumni Database
• “Tip offs” and personal updates
• Simple or advanced internet searches
• Commercial databases
• Nexis (News alerts)
• Who’s Who & Debrett’s
• WealthEngine (searchable collection making it
cheaper)
• Factary Phi
• Rich Lists
• Company Accounts
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Research Project Ideas• Asses local organisations
• Look up successful businesses and
compare names with your alumni
• Look up charities and their trustee or patrons
• Alumni Database
• Search on wealthy street names and postcodes in your country
• Search on senior job titles or salary
• Search on single gifts over £250
• Social Media
• Search for those whom have graduated from your institution & in high turnover companies
• Create News Alerts
• Where your institution is mentioned
Notes on Research
• It is a slow process
• Patience is needed as it often results in dead ends
• Occasionally you’ll find a great prospect that makes it worthwhile
18/04/23 © The University of Sheffield / Department of Marketing and Communications
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Conclusions• The database underpins all the work
in your office – ‘rubbish in, rubbish out!’
• It is a long-term investment which requires costing and proper funding
• Over time it will evolve to your needs
• Start gathering data now!
• Research enriches your data and is critical in setting fundraising targets
18/04/23 © The University of Sheffield / Department of Marketing and Communications
Key point: Without Maintenance!
Not very useful!