Using Your Database

Your database:-

• Quality data
• Usability
• Fast Track Action

QUALITY DATA

Check the quality of the data.  This is the data that has actually been inputted.  Jot your answers to these questions:-

Is it in the right places?
Is it accurate?
Are the fields that you require the information from being updated and completed.?
Do your staff know which fields must always be completed?
Do you have security access so that data cannot be changed without prior agreement? (if applicable).
Do you have a hierarchy system within the database? (e.g. Major donors, Legators, Trustees)
 
 

USABILITY

• Looking Create clear objectives from your direct mail programme.  Do you have a programme for existing donors, to acquire new donors etc.
• Your direct mail should becoming more and more sophisticated.  Your database should be giving you more and more information about your individuals and you should be looking at what your direct mail pieces should be asking for.  Therefore you need to target the message as well as the audience.
• Direct mail is creative.  Be noticed.  Create interest.  Provoke action.
• Test your copy.  Long or short, copy has to be good.  If you have something to say that is interesting to your target market then you may need to take time to say it.  Test out what works.
• Make your direct mail personal
• Send yourself what you are sending out. How does it feel to receive it.  Is the impact what you thought it would be?
• Evaluate results and make comments so your direct mail policy improves and you understand you target market more and more.
• Seek advice/commnets and work with other fundraising colleagues.  In the same charity all fundraisers will have information on the donors, either within the segments that they work with or in general terms.  It is always working together to either create clearer segments or create meaningful copy.
• When using external lists, look carefully and clearly at what lists of mailings apply to you. Be creative, look at all kinds of lists.  People are not two dimensional.

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