“Successful” database management: how, when, where and what? Sue Fidler Angela McCormack

Who We Are: Sue Fidler: Angela McCormack: 7 years as IT, Database and Web manager at WaterAid 3 years as Director of Solutions 18 months as Director of Sue Fidler Ltd providing IT, Database and web consultancy to charities Angela McCormack: 8 years at ChildLine, as Database Manager and then ICT Director Programme Broad Member during the merge of ChildLine into the NSPCC Currently project manager for the ACEVO database project

“Successful” database management: Buying a database – key points A how-to guide for cleaning your database: where do you begin? Pros and cons of allowing supporters to change their details online. Audience segmentation: what is suitable for your organisation? Using the right tools, for the right audience, at the right time. Collecting feedback, monitoring results and rearranging data. Staying on top: keeping your data clean and up-to-date.

Buying a database – key points: Key Business Requirements – the whole organisation not just marketing/fundraising Key contact types Key activities, i.e. fundraising, events, membership etc Web integration issues hosting/security/data protection/access speeds Budget Timescales Project Management

A how-to guide for cleaning your database: where do you begin?: How valuable is your data? How visible is your data? Do you know what you’ve got (mind the gaps)? How does data get into your system? Data integrity audit Policing

Pros and cons of allowing supporters to change their details online: Supporter involvement Reduce administration Keep data cleaner Postcode lookup at entry Con’s: Address variations Cost of postcode lookup Data matching – timing issues Can you do it? Is database capable of real-time updates from web?

Audience segmentation: what is suitable for your organisation?: What matters to you? Why treat people differently? Do you know your data history? KISS ? Have an in-house expert ?

Using the right tools, for the right audience, at the right time: What are your key marketing messages? stories to asks, videos to games What are the key tools you can use to communicate? from door knocking to telephone, SMS to email WHICH TOOLS SUIT YOUR AUDIENCE? WHICH TOOLS WILL RETURN A DECENT ROI? Integrate the messages across formats Plan a full campaign teaser, door drop, reminder, thank you, follow up, upgrade

Collecting feedback, monitoring results and rearranging data: Offline – DM/Telephone results.. how fast can you get them? can you import/integrate them? re-segment for follow up/reminder plan succession communications based on results Online – Web, email, SMS.. can you import/integrate the data – scheduling? how fast can you react? have you planned your next step? EVERYTHING NEEDS SUCCESS AND FAILURE PLANNING

Staying on top: keeping your data clean and up-to-date: Whose job is it? Individual responsibility / group responsibility User training (initial and ongoing) Regular data health checks Supplier support Peer support

“Successful” database management Get the right tool Recruit the right people and support them Build the right culture (responsibility) Plan investment in staff and data Match your audience and your message with the tools for communication Plan a whole campaign, success and failure Monitor, record and evaluate Learn from your activities

Sue Fidler sue@suefidler.com www.suefidler.com