Got Data?

“It’s all about figuring out what data is important [to ATCC] and then where to spend time,” says Paul Finch, product manager of Talisma Fundraising. “We use the data to figure out who’s going to get the newsletter as their touch and who gets a personal phone call. Where is the best ROI?”

ATCC uses its DRM system to track every bit of information it can on its donors so it can turn every touch into a personalized communication. That way, as Pfeffer-Nohre explains, she can quickly pull up a report when a donor calls and immediately see what they talked about last time they were on the phone together, the spouse/family of the donor, etc., and tailor the conversation to the donor’s preferences.