Q: How do you define a “good donor database?”
A: Have you—personally—used it in the last 24 hours?
I clearly recall, way back in 1992, purchasing the first database program for our school with my own money. I knew then that if I was going to be successful as the sole staff member working on fundraising, a great database would be essential. Most of my days were spent sitting at a little desk in front of my computer screen with my headset on, reconfirming Point of Entry guests, making follow-up calls, making phone calls to supporters and donors, and tracking every single conversation in our database.
Years after I left the school, subsequent development directors thanked me for setting up that database and for the quality and detail of my notes, which taught them the importance of entering such critical information.
Rather than regard the database as a burden or annoyance or something to be “managed” by someone who is peripheral to the process, I have always thought of my database as the full-time equivalent of a super-smart staff member or member of my team.
I recommend you design it to be something that you and each team member can rely on as your personal memory bank, diary, or journal.
In other words, consider that your tracking system could be something you love!
Use your database to track Point of Entry guests, information gathered from each question in the follow-up call, cultivation contacts, volunteer involvement, Ambassador activity, Ask Event Table Captains, gifts and pledges, ongoing major gifts cultivation, and one-on-one Asks.
Furthermore, if it is properly secured, easy to use, readily accessible to everyone on your team, and linked to a calendar function, it can become an easy and natural way to communicate updates on donor contacts, manage the next contacts for each donor, and manage your overall cultivation calendar as well.
Here are Benevon’s minimum requirements for your donor tracking software if you are serious about implementing the model.
Tracking System—Minimum Requirements:
- Has a sufficient notes section for tracking conversations and relationships over time, not just basic contact information and gift history
- Tracks follow-up call dates, messages left, and what was said on the call
- Easy to use by everyone on your team
- Interfaces with your website, so that website information is captured directly into the database
- Delivers and stores individual and mass emails
- Provides a log of contacts
- Built-in tickler system, so that all notes have dates and action items that link to the appropriate date in your daily planner
- Tracks relationships between people
- Tracks which events people attended (when invited and by whom)
- Tracks which mailings/contacts people responded to
To summarize, your tracking system should be the one solid, reliable repository for the chronology of every contact with each donor, potential donor, and volunteer. That is the only way everyone who has access to your database will come to count on this as the sole source for up-to-the-minute information on each donor.
Learn more about Bloomerang for Benevon, a special version of the Bloomerang software that incorporates Benevon’s model for engaging and developing relationships with individual donors.