Databases and Prospect ResearchJason BriggsProspect Research OfficerUniversity of Sheffield, United Kingdom

www.shef.ac.uk/alumni

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Databases

• What is a database?

• Why have a database?

• Types of database

• Information to hold

• Sources of information

• Legal issues

• Resources

18/04/23 © 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.

18/04/23 © 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

18/04/23 © The University of Sheffield / Department of Marketing and Communications18/04/23 © 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!’

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Spreadsheet

Pros

Cheap

Easy to create

Cons

Limited in dimensions

Hard to manage

Difficult to share

Hard to search

Relational Database (Access, Oracle, SQL)

Pros

Easy to manage

Easy to share

Easy to search

Runs reports

Cons

Can be expensive RE £13k

Can be very complex

Types of database

18/04/23 © 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)

18/04/23 © 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

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Sources of information 3 – Pro-active Sources

• Questionnaires

• Email

• Website

• Business Cards

• Networks

• Social Media

18/04/23 © 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

18/04/23 © 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!

18/04/23 © 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

18/04/23 © 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!

18/04/23 © 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

18/04/23 © 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!

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!

18/04/23 © The University of Sheffield / Department of Marketing and Communications

18/04/23 © 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

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Resources – what you will need

• Database

• Data entry staff

• Researchers

• Database administrators

• All requires money!

18/04/23 © 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

18/04/23 © 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

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Database screen shots

With Sample Data

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Database screen shots

With Sample Data

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Prospect Research

• Why do Prospect Research?

• Where to find information?

• Prospect Profiles

• Gift Capacity

18/04/23 © 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!

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Building a picture – Prospect Profiles

• Name

• 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?

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.

18/04/23 © The University of Sheffield / Department of Marketing and Communications

18/04/23 © 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

18/04/23 © 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

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

18/04/23 © The University of Sheffield / Department of Marketing and Communications

18/04/23 © 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

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Key point: Without Maintenance!

Not very useful!

With maintenance!

18/04/23 © The University of Sheffield / Department of Marketing and Communications

Useful!