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When Charitable Donations Fall – Who’s to Blame?

I was listening to a program on BBC Radio 4 yesterday morning (You and Yours) about the difficulties that charities are facing in these straitened times:

“Christmas is the season for giving and is often the big year-end push for many charities. But according to a report compiled by the Charities Aid Foundation and the National Council for Voluntary Organisations charitable donations have fallen by 20% in real terms in the past year, with £1.7bn less being given.”

There was a lot of interesting feedback from the expert contributors:

  • Sarah Miller head of public affairs at the Charities Commission commented that “The top complaint made to the FRSB (the Fundraising Standards Board) … is to do with the use of data, where people are perhaps being sent mailings that they don’t wish to receive or perhaps incorrect information is being used on mailings or they want to know where the data has come from or perhaps a mailing is going to a deceased family member and they’ve asked for it to stop and perhaps the charity still hasn’t made that change – so that’s the top complaint by far”.
  • John Low, Chief Executive of the Charities Aid Foundation stressed that “You must be as efficient in the way you run a charity as any business, and maybe more efficient, because it’s precious public money that you have and you have very serious responsibilities to your beneficiaries.

It is certainly true that as a charity or any form of non-profit organization, you have far less margin for error when mailing your donors than a commercial organization. If I get duplicate mail from a retailer that I shop at, or incorrectly addressed mail that obviously hasn’t been able to obtain postal discounts even if it was actually delivered, it might make me wonder whether their prices have to be inflated to allow for such inefficiencies – but I’ll still do the price comparison when next shopping. When I get duplicate or incorrectly addressed mail from a charity that I give to, I get upset that they’re wasting my donation. Even more so given that I know there are money-saving solutions (ranging from desktop software, to services and hybrid solutions) for ensuring that mail is not duplicated and correctly addressed. Moreover, many mailers upset next of kin by mailing to the deceased or simply waste large amounts of money by mailing to people who have moved.

Based on the feedback received by the FRSB, some charities have a pressing need to implement effective solutions for eliminating wastage in their direct mail:

  • Gone Away suppression will more than pay for itself by reducing print and post costs.
  • NCOA (National Change of Address) and other services will allow charities to mail donors at their new address.
  • Deceased and duplicate suppression will avoid the damage to the donor relationship that otherwise will inevitably occur.

Sarah Miller also told listeners:

“If there are ways that charities are interacting with you that you don’t like, do tell them. Tell them how you want to interact with them.”

I remember about 15 years ago, one of our customers working for Botton Village (a centre for adults with learning disabilities and other special needs in North Yorkshire in the UK) won a direct marketing award simply because they asked their donors how often and when they would like to be contacted and at what time(s) of year. This led to a significant increase in donations. These days of course, it is far less expensive to contact people by email, but some donors may prefer at least some communication by mail, or not want email contact. Consolidating and matching donor information when they may donate via the web or by post is obviously important – for example, so you can make sure that you claim Gift Aid for relevant donors, or avoid sending a scheduled communication if they’ve just donated.

Chris Mould, Executive Chairman of the Trussell Trust, the charity behind the UK Foodbank Network talked about how a front line food bank in the Network can get a web site at minimal cost with online data collection: “It doesn’t have to reinvent the wheel”. This chimed with John Low’s recommendation that charities can become more efficient by cooperating on their resource requirements.

One last and very important point: all the experts on the program agreed that fundraising campaigns really work  – regular communication with your donors is important to show where the money is going, but efficiency is even more important.

 

If you are a charity, struggling to get hold of your data quality challenges OR if you’ve noticed a major drop in donations and want to know if data quality is the cause, email us for a Free Data Quality Audit and we’ll highlight the issues that could be putting your initiatives at risk.

Assessing Your Data Quality Needs

So you have data quality issues. Who doesn’t? Should you embark on a data quality project? Maybe but what are your objectives? Are there service issues related to poor data quality? Marketing issues? Other major integrations or warehousing projects going on? And once you clean up your data – then what? What will you do with the data? What benefit will a clean database pose for your organization? And without clear objectives, how can you even justify another major technology initiative?

Before any data quality project, it is critical to go beyond the immediate issues of duplicate records or bad addresses and understand the fundamental business needs of the organization and how cleaner day will enable you to make better business decisions. This will help you to establish accurate project parameters, keep your project on track and justify the investment to C level executives. So where do you begin? At the beginning.

Look beyond the pain.
In most cases, a specific concern will be driving the urgency of the initiative but it will be well worth the effort to explore beyond the immediate pain points to other areas where data is essential. Plan to involve a cross-section of the departments including IT, marketing, finance, customer service and operations to understand the global impact that poor data quality could be having on your organization.

Look back, down and forward.
Consider the data quality challenges you’ve had in the past, the ones you face today and the ones that have yet to come. Is a merger on the horizon? Is the company migrating to a new platform? Do you anticipate signficant staffing changes? Looking ahead in this way will ensure that the investment you make will have a reasonable shelf-life.

Look at the data you don’t have.
As you review the quality of the data you have, also consider what’s missing and what information would be valuable to customer service reps or the marketing department. It may exist in another data silo somewhere that just needs to be made accessible or it could require new data be collected or appended.

Be the customer.
Call the Customer Service Department and put them through the paces. Sign up for marketing materials online. Place an order on the website. Use different addresses, emails and nicknames. Replicate perfectly reasonable scenarios that happen every day in your industry and see how your infrastructure responds. Take good notes on the places where poor data impacts your experience and then look at the data workflow through fresh eyes.

Draw out the workflow.
Even in small organizations, there is tremendous value in mapping out the path your data takes through your business. Where it is entered, used, changed, stored and lost. Doing this will uncover business rules (or lack of) that are likely impacting the data, departments with complementary needs and or places in the workflow where improvements can be made (and problems avoided).

Think big and small.
Management and C-Level executives tend to think big. Data analysts and technical staff tend to think granularly and departmental users usually fall somewhere in the middle. Ultimately, the best solution can only be identified if you consider the global, technical and strategic business needs.

The challenges with identifying, evaluating and implementing an effective data quality solution are fairly predictable but problems almost always begin with incorrect assumptions and understanding of the overall needs of the organization. In some cases, the right data quality vendor can help you move through this process but ultimately, failure to broaden the scope in this way can result in the purchase of a solution that does not meet all the requirements of the business.

Click here to download a comprehensive Business Checklist that will help you to identify the data quality business needs within your organization. Then stay tuned for our next post in our Data Quality Project series.

Royal Mail to Charge VAT on Bulk Mail

Some important recent news from the Royal Mail indicates that because of recent changes in VAT law, from 2 April 2012, all bulk mail services will be subject to VAT. You can read more about this on the DMA website or at Royal Mail but unfortunately, this is just another in a long line of trends that are driving up the cost of mailing. While most mailers will be able to reclaim the VAT from their customers, this is going to worsen cash flow for the mailing sponsor and the bottom line is that companies need to be even more shrewd with their marketing and mailing strategy to keep costs under control.

So what can you do?

Know who you’re mailing. Make sure that the postage you spend for each mail piece is well-spent by ensuring it’s not a duplicate  and that it is a prospect or customer that is likely to be worth the investment. Whether you are a mail house or a marketer, here are some quick tips to make sure you are not paying for mailings that are not likely to generate ROI:

For Marketers:

  • First, always remember to request your mailer to perform deduplication and suppression on your lists. This may  not be standard and while you will spend a little bit extra to run these processes, the cost savings usually far outweighs the spend. You can ask for a cost estimate for these processes first if you prefer.
  • Always remember to send suppression files with your mailing list to remove customers who have opted out or to remove customers who are not likely to be a good investment for this mailing. Remember that your ideal target audience will change from campaign to campaign and to send the appropriate suppression list to get your ideal target list.
  • Consider using NCOA and Deceased/Gone Away suppression to reduce your list size even further – removing people who have died or moved and updating any addresses that may have changed – and of course MPS suppression not only saves money on unresponsive customers but is also a requirement for DMA members.

For Mailers:

  • Remember to remind your customers about the various types of suppression. Although it does take an extra step and it reduces the total number of mail pieces, your reputation and retention of business in the long run will be bolstered when customers know you are looking out for their bottom line.
  • Create a check list for customers to prompt them for certain types of target market suppression – Have you suppressed customers who have recently purchased this product or service? Have you targeted your list to the price range of this particular product or service?
  • Promote NCOA and other new address services where possible to help your customers target the right address

For more information on Address Validation and Suppression services that can help you reduce mailing waste, visit www.helpIT.com or contact our sales team at [email protected]