by Rishik
11. March 2011 09:40
For Fundraising Managers, the quality of your supporter database has a direct impact on the success of your marketing campaigns and for ensuring ongoing donor support.
An estimated 42% of charities use direct mail as the primary source to help raise funds so it is important to ensure that the quality of data being used for these campaigns is as good as it can be. Some key guidelines to follow are;
1. Always use cleansed data to target new and current donors. Remember, data cleansing will always save you money and will ensure your reputation is upheld.
2. Use the full range of data cleansing services to ensure utmost data quality. PAF cleansing, de-duplication, goneaway suppression and deceased suppression are all invaluable tools in cleansing your data.
3. Always ensure your data has a full and correctly formatted address using PAF cleansing to give your mailing the best chance of delivery.
4. Do not, under any circumstances, mail to a deceased donor. This is likely to result in donations being stopped immediately by close relatives.
5. Keep your data up to date by having a data management strategy which will include scheduled data cleansing at regular intervals. Go one step further and fully integrate a data cleansing service within your own systems using foundation technology.
If you follow these simple data management guidelines you can be sure you have an up to date, accurate database which will enable you to increase donor retention rates and acquire many more new ones.
To see how data8 can improve the quality of your data, call Rishi Kathuria on 0151 355 4555 or e-mail info@data-8.co.uk.