Your Database is One of Your Most Valuable Assets

Your database is one of your most valuable assets. Now is the time to ensure that you’re using best practices to allow this powerful tool to work for you. Successful year-end campaigns involve engagement through personalized donor communications, nurturing supporter relationships to encourage them to give. To engage donors in this way, we have to know them, and in fact, we do know a lot about them. But the reality is that we sometimes have so much data to analyze and interpret that it can be hard to know where to start.

Before you become overwhelmed and tempted to take shortcuts, take a step back and think about what you really need. The first step is to optimize the information you already have: your donor contact information. You should consider it a hard-and-fast rule that if you don’t have a high quality name and address for a donor, it will be nearly impossible to derive any kind of insight about that person.

Download our checklist of best practice techniques in data management for organizations of faith to take full advantage of analytics and testing.


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