Charities’ Data Needs Some TLC
The quality of data is just as important in the charity sector as in any commercial or public sector organisation. The clear justification for an investment in data collection and data quality software is that it will very soon pay for itself and result in more income generation.
Bad Data Stops Donations
Inaccurate data used for direct mail purposes puts many people off making donations, according to a recent survey. Nearly 50% of its respondents stated that they would stop donating if they received communications that didn't address them accurately or respect their preferences. Over 50% would stop donating if they felt they were being targeted too often. A third of the respondents believed that charities needed to communicate more cost effectively.
Quality Data Brings Donations
Of course, many of the charities concerned are completely unaware of this as people don't really like to complain to them – as they might do if they felt they were being plagued by a commercial venture. Nevertheless, astute charity marketers are beginning to recognise that asking the right people the right things at the right time is what brings good results. They are setting new trategies to understand their targets' interests and engage them.
To be able to do this, they need data that provides a single customer view, although in the case of charities, it will be supporters who may also have been customers that have purchased items for sale in support of the charity. Their data should have been through data scrubbing practices with deduplication software and address verification software.
Charity supporter records should include details of what was donated, and what was purchased when, with analysis of interests and preferences, as well as the date of the last communication. Charity marketers must also be confident that someone has taken the trouble to delete duplicates and ensure clean data.
So go on. Give your data some TLC. You'll be well rewarded.