Databases

A sophisticated computerised database can be the most powerful weapon in today's fundraising armoury. You can still raise useful income through collections and events, but to access the big money there is no substitute for meticulous records and a planned strategy. Here are some do's and don'ts:

Do:

• Decide in advance what you want the database to do - be sensible and create a list of essentials like name, address, phone, age, donation history, particular interests, etc.
• Have 'flags' which can identify and pick out or exclude sections of the database.
• Keep all your information up-to-date.
• Keep your demands simple and wherever possible buy a tried and tested package off the shelf.
• Keep proper back-ups and security. Protect your data from unauthorised personnel.
• 'Clean' your data regularly and keep all data under your control.
• Personalise your mailings and make them relevant - use the power of computing to build a targeted list of people who are likely to respond to you.

Don't:

• Mail out 'dear friend' letters to warm personal contacts
• Send specialist gardening information to people living in small London flats.
• Risk sending mailings to people who have specifically asked not to be mailed.
• Try to design a system from scratch however unique you imagine your needs.
• Allow open access or rely solely on your hard disk - 10 years' work can be wiped out overnight.
• Risk lots of independent databases developing over which you have no control and which can upset people by duplication of approaches.
• Waste your time on pointless mass mailings.

Find out more about other fundraising issues and examples in the In more depth section.