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Databases and Prospect
Research
Jason Briggs
Prospect Research Officer
University of Sheffield, United Kingdom
www.shef.ac.uk/alumni
Databases
• What is a database?
• Why have a database?
• Types of database
• Information to hold
• Sources of information
• Legal issues
• Resources
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
What is a database?
“A structured collection of data held in
computer storage; esp. one that
incorporates software to make it accessible
in a variety of ways” O.E.D.
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Why have a database?
• Stores masses information in one place
• Which in turn allows you to easily
extract information e.g. mailing lists,
email addresses, VIP’s and other
information
• Reduces paperwork
• Secure
• Automate certain functions
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Why have a database?
• But most importantly, it allows for collective
memory so you are all ‘Singing from the same
hymn sheet!’
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Types of database
Spreadsheet
Pros
Cheap
Relational Database (Access,
Oracle, SQL)
Pros
Easy to manage
Easy to create
Easy to share
Cons
Easy to search
Limited in dimensions
Hard to manage
Difficult to share
Hard to search
Runs reports
Cons
Can be expensive RE £13k
Can be very complex
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Information to hold
• Minimum of
• Name
• Contact details (home & work)
• Educational qualifications
• Work history, including salary
• Donation history
• Interests (while at University and now)
• Action history (Events, mailings, email, visits)
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Sources of information 1–
Internal Sources
• Current Databases – in
other departments
• Alumni Directories –
graduation records
• Personal Knowledge
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Sources of information 3
– Pro-active Sources
• Questionnaires
• Email
• Website
• Business Cards
• Networks
• Social Media
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Questionnaires
•
•
•
•
Cheap to produce
Easy to fill in
Engage your alumni
Can be used at all
events and with emails
• Gather a lot of
information quickly
However:
• Need time to input
• Need addresses
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Note on Questionnaires
• In 2002, we sent 100,000 questionnaires
• 18,000 were returned with new and updated
information
• 9,000 were returned due to incorrect
addresses
• 25% response in some form on the first
contact for 8 years!
• Even received several donations
• 43 Weeks to Update the Database!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Email
• Easy to create
• Cheap to send
• Very easy for people to respond - meaning a
higher response rate
• Can redirect them to official website
• However
• Need email addresses
• Need resources to update your database
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Website
• Easy to set-up
• Provides key
information to
viewers
• Advertise events and
services easily
• Sheffield Reunited
• However
• Keep up to date!
• Don’t look dated!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Business Cards
• Easy to collect
• Up-to-date contact
information
• One idea is to have a
Business Card raffle
at all events with a
prize
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Networks
• Start where you are!
• Encourage a major gift
mentality amongst staff – so
information is shared with you
• Encourage alumni to tell you
about other alumni
• Remember, some people are
precious about who they know!
• Arrange peer meetings – bring
wine!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Social Media
• Huge advantage as they
do the work for you
• Create Alumni groups on
LinkedIn and Facebook –
create a sense of unity
and pride!
• The more activity you put
out the more you get back
• Easy to search
• Be careful not to believe
everything!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Legal issues
• Before storing information check for any legal issues
• In Europe the “Data Protection Act” defines how we can
store personal information
• Explain how you are going to store and use their
information
• Give them “opt outs”
• Make sure the data is worded professionally and
considerately as they can request to view what
information you hold
• Always cite your sources of your data
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Resources – what you will need
• Database
• Data entry staff
• Researchers
• Database
administrators
• All requires
money!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Data entry staff
• Data Entry is a big &
time consuming task –
will need help from time
to time
• Students
• Cost effective
• Can do “odd hours”
• Hardworking
• Intelligent
• Appreciate why
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Tips on how to record
information
• Drop down lists vs “Free text”
• Keep it simple and consistent
• Group information where you can - Actions
• Media clippings saved as images or documents for
easy viewing
• Keep figures to monitor progress – New Addresses
added per year etc
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Database screen shots
With Sample Data
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Database screen shots
With Sample Data
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Prospect Research
• Why do Prospect
Research?
• Where to find information?
• Prospect Profiles
• Gift Capacity
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Why do research?
• To find wealthy and influential alumni
• Provides essential data that guides fundraising
strategy – gift table
• Help group our alumni to manage them –senior
alumni, famous, academics etc
• Helps provide briefings to senior staff
• Can save embarrassment!
• Overall it enhances your database and eventually
your institution!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
• Name
Building a picture –
Prospect Profiles
• Photo
• Address
• What do they do? Biography?
• Do they have family?
• What are they interested in?
• Who do they know at the Institution?
• Who is in their network?
• What might interest them at the Institution?
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Building a picture 2 –
Gift Capacity
•What motivates them
philanthropically?
•What is their capacity to
give?
•We estimate 1% of
assets 2% of salary = 1
year gift capacity
•Again, always cite
sources in profiles.
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Where to look
• Alumni Database
• “Tip offs” and personal updates
• Simple or advanced internet
searches
• Commercial databases
• Nexis (News alerts)
• Who’s Who & Debrett’s
• WealthEngine (searchable collection
making it cheaper)
• Factary Phi
• Rich Lists
• Company Accounts
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Research Project Ideas
• Asses local organisations
• Look up successful businesses and
compare names with your alumni
• Look up charities and their trustee or patrons
• Alumni Database
• Search on wealthy street names and
postcodes in your country
• Search on senior job titles or salary
• Search on single gifts over £250
• Social Media
• Search for those whom have graduated from
your institution & in high turnover companies
• Create News Alerts
• Where your institution is mentioned
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Notes on Research
• It is a slow process
• Patience is needed as
it often results in dead
ends
• Occasionally you’ll
find a great prospect
that makes it
worthwhile
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Conclusions
• The database underpins all the work
in your office – ‘rubbish in, rubbish
out!’
• It is a long-term investment which
requires costing and proper funding
• Over time it will evolve to your
needs
• Start gathering data now!
• Research enriches your data and is
critical in setting fundraising targets
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
Key point: Without
Maintenance!
Not very useful!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications
With maintenance!
Useful!
07/05/2017 © The University of Sheffield / Department of Marketing and Communications