Data Management and Hygiene Tips

Database systems and the process of maintaining the system is the key to an effective program. Bad data can mean not mailing the right people, incorrect ask strings based on incorrect giving values, not thanking donors, thanking donors for the incorrect amount or even for a gift they didn't give! Bad data can lead to wasted time, effort and money and disgruntled donors and unhappy auditors. Save on costs and time by following these TIPS:

Database Management, Processing and Hygiene Checklist:

1. Know your data management system by taking time to understand how your basic/donor member fields are used.

2. Understand your coding structure which includes: relationship codes, unique source codes, package codes and list codes.

3. Review your current source code structure. Is it logical and does it capture all relevant information that is necessary to analyze all marketing channels?

4. Restructure your source code logic if needed by breaking down the codes and defining the meaning for each digit code.

• Example: H (House File) 06 (2006) A (January) S (Special Appeal) 123 (RFM Segment) A (Control) = H06AS123A

5. Learn the data transfer protocols by creating a standard output request form that includes a file layout, file summary and sample records when sending data.

6. Document your caging and data entry process/procedures and ensure name address formats are entered correctly.

7. The processing department or caging house need to be in congruence with the Development department.

8. Practice effective data hygiene by doing the following: NCOA entire database at least twice a year, flag undeliverable addresses from NCOA and flag deceased records.

9. Regularly scan your database for possible duplicate records and merge records.

10. Understand and document merge/purge procedures when mailing to outside lists and always suppress house file records. If you use "finder numbers", understand how they work.

11. Document and monitor the acknowledgement process because this is the most vital but problematic part of your direct mail program.

12. Take time to understand your acknowledgment process including: frequency of mailings, selection strategy and file layout.