growing your database and research

Growing your database

Andy Cooper

Head of Development Services

University of Sheffield, United Kingdom

www.shef.ac.uk/alumni

24/05/2011 © The University of Sheffield / Department of Marketing and Communications


I aim to cover …

• What is a database?

• Why have a database?

• Types of database

• Information to hold

• Sources of information

• Resources


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.

It could be your most powerful resource: collective memory, evidence and a working tool


Database examples

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Without maintenance


Why have a database?

• Store our information in

one place

• Easily extract information

e.g. mailing lists, email

addresses, VIP’s

• Search for information

• Secure

• Reduces paperwork

• Collective memory


Spreadsheet

Pros

Cheap

Easy to create

Cons

Hard to manage

Difficult to share

Hard to query

Limited in data

Relational Database (Access,

Oracle, SQL)

Pros

Easy to manage

Easy to share

Easy to search

Can be very complex

Cons

Can be expensive

Types of database


Information to hold

• Minimum of

• Name

• Contact details (home & work)

• Educational qualifications

• Work including salary

• Donation history

• Interests (while at University and now)

• Event history (mailings, email, visits)


Sources of information 1

• Existing Systems

• Current Databases

• Alumni Directories

• Paper Records

• Personal Knowledge

• Business Cards



• External Sources

• Business Directories

• Public Libraries

• Newspapers

• Research

Companies

• The Internet



• Pro-active sources

• Questionnaires

• Email-shots

• Adverts

• Website

• Business Cards

• Networks


Questionnaires

• Cheap to produce

• Easy to fill in

• Engage your alumni

• Can be used at all events and with all mailshots

• Gather a lot of information quickly

• Need to be input

• Need addresses


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


Email

• Easy to create

• Cheap to send

• Very easy for people to respond

• Good response rate

• Need email addresses

• Need resources to update your database


Adverts

• Potentially reach a large

number of alumni

• Good Public Relations

for your institution

• Do not need addresses

• Get a news story and

you get a free advert!

• Can be expensive

http://alumni.ucsc.edu/


Website

• Easy to set-up

• Easy to maintain

• Provide key information

• Advertise events and services

• Use forms to gather data

• Have to be kept up-to-date


Business Cards

• Easy to collect

• Up-to-date contact

information

• Have a Business

Card raffle at all

events with a prize

• Encourage

academics to send

you business cards


Networks

• Use personal and

professional

networks

• Encourage people to

tell you if they meet

alumni

• Encourage alumni to

tell you about other

alumni


Legal issues

• Before storing information check for any legal

issues

• In Europe the “Data Protection Act” defines

how we can store personal information

• Explain to people how you are going to store

and use their information

• Give them “opt outs” so they can choose not

to be contacted or removed from your

database


Data entry

• Huge job (mountain)

• Very important

• Need high accuracy

• Speed

• “Boring” job

• Most important job in

the office?


Resources – what you will need

• Database

• Data entry staff

• Researchers

• Database

administrators

• Money for mailshots


Data entry staff

• Students

• Hardworking

• Intelligent

• Appreciate why

• Can do “odd hours”

• Cost effective


Database screen shots

With Sample Data

Conclusions


Conclusions

• The database underpins all the work in your office

• It is a long-term investment which requires proper

funding

• Over time it will become a tailor-made resource of real

value

• We are blind and impotent without a database

• “Rubbish in = rubbish out”

Research

Andy Cooper

Head of Development Services

University of Sheffield, United Kingdom

www.shef.ac.uk/alumni


Research

• Why do research?

• Where to find information?

• How to record it?

• Sample profiles


Why do research?

• If you don’t know who your alumni are how can we ask

them to help

• Help provide quick briefings to senior staff

• To save embarrassment

• To understand who we are

• To provide evidence and statistics

• Help group our alumni to manage them

• To find our high flyers and influential alumni


Building a picture

• 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

• What are they worth?

• What motivates them philanthropically?

• What is their capacity to give?


Where to look

• Alumni Database

• News clippings and media stories

• “Tip offs” and personal updates

• Commercial databases (Compass, Companies House,

Nexis, Who’s Who)

• The Internet


All sorts of information


How to record information

• Alumni Database

• Drop down lists vs “Free text”

• Keep it simple and consistent

• Group information where you can

• Media stories and clippings as images and documents

• Create Profiles

• Regularly check and update

• Keep figures to show progress