Gather Ye Data — Just Be Sure to Use It Well

Earlier this year, I gave myself a whisper-thin, featherweight notebook computer for my birthday. I am giddy in love with this skinny beauty and its elegant performance, heart and soul. I know now why the brand has a cult following.

The setup process was blissfully easy, and after I registered my notebook online, I received a confirmation e-mail that made me smile. “Hi. Welcome … We’re just as excited as you are,” the headline read.

“You can’t possibly be,” I thought, having discovered in less than an hour after I powered it up how the notebook and the brand’s latest operating system would change my life in wonderful ways. Then the company thanked me for registering my new notebook, confirmed which product I had purchased and offered me several links in case I needed help with anything.

So imagine my reaction to the e-mail I received from it about a month later inviting me to stop by a retail store and test-drive the exact notebook I’d purchased.

Oops.

While the direct marketer in me cringes, my love and loyalty as a consumer is undiminished — because I can no longer imagine my life without this company.

But how many donors have that reaction when a data disaster or segmentation screwup illustrates our utter failure to know who they are?

See me. Know me. Show me that I matter.
There are people in this world who have a rare and riveting capacity to pay attention to others with an intensity of focus that is seductive. You can be in a crowded room full of distractions, and yet it’s like you are the only person they can see or hear, no matter how many conversations are swirling around you.

I suggest that we do well as fundraisers when we endeavor to interact with donors with that level of interest and intent. When we demonstrate with every direct-marketing campaign that we do care to know them, and when we use what we know to show we’re paying attention, we prove to each donor individually that he or she matters.

That first means getting it together — and keeping it together — on the data front. Then we need to make meaningful use of that data in a way that is invisible to donors, otherwise they’ll perceive it as fake and insincere.

A recent letter from Laura Bush on behalf of the Republican National Committee contains a wonderful example of what I mean by data-usage invisibility. The baronial package contains a birthday card the first lady is asking me to sign and return in time for her to give it to the president.

It’s a classic offer, and the copy is beautifully written. But one line in particular shows me, as a donor, that Laura Bush seems to know and appreciate me:

During the past seven years, you have proven yourself to be a dedicated and loyal friend of the President through your support of his Administration and your steadfast commitment to the Republican Party.

Because I’ve been a member of the Republican National Committee since 2001, I’m fairly certain the seven years she refers to is a nice use of the date of first-gift data in my donor record, phrased naturally in the sentence. In the event it’s a coincidence and she’s talking about how long they’ve occupied the White House, however, I still contend it’s an excellent example of how we as fundraisers can use donor data seamlessly to increase loyalty.

A fatal flaw
I also was really impressed by an offer I received from Jerry Falwell Ministries, though like the e-mail invitation to come test-drive the notebook computer I’ve been using for a month, it’s fatally flawed.

The letter is brilliant. It begins:

Dear Friend,
There is nothing like being a dad.
Recently, on the night before my daughter Natalie’s 8th birthday, she came to me and said, “Daddy, do you know what I want for my birthday?”
I must admit, for a moment, I kind of panicked. Shari and I had already purchased her birthday gifts. What if she wanted something we hadn’t thought of?
My fears were quickly alleviated when she said, “I want a five minute cuddle.”
Then she crawled into my arms and we simply sat together.
Like I said, there’s nothing like being a dad.

From the first sentence, this letter is working hard to build rapport, with the use of an anecdote I imagine all parents can relate to. From there, the letter transitions to become all about the donor with heavy use of the words “you” and “your.” Excellent! It continues:

On top of your normal, 40-hour work week job, being a father is a full-time, 24-hour a day responsibility.
So today I want to ENCOURAGE you in three special ways. I want to remind you of the JOYS of your life at home …
… so that you will STAY STRONG in your extra-important role as a father!

Sadly, that’s when this most excellent package crashed and burned, because it was addressed to me — someone with no Y chromosome, no wife and no kids.

Most of the letter is about encouraging me as a MAN (Falwell’s emphasis) and as a husband, as well as a father. An offer and copy that would be perfect if I actually were all of those things is instead irrelevant:

God gave you a special gift when He gave you your wife! … Today, take the time to treasure the woman God has given to be your “help mate.” … Celebrate your Father’s Day by celebrating that very special part of your life — your marriage!

Jerry Falwell Ministries does not use a title before my name in this package, and I have no idea if it has gender data in its donor records. But it’s something every fundraiser should be very sure of before sending gender-specific offers to donors.

And in this case, the data field really needs to be checked yes not only for “male” but also for “father” and “husband” — with a double verify to be certain he’s not a widower, or in the middle of divorce proceedings, or a father whose only child is dead.

You see where I’m going with this. Instead of data being our undoing, may we all aspire to collect and use it with care so every donor feels like she is known, respected and valued, and that she matters.

Kimberly Seville is a creative strategist and freelance copywriter. Reach her at kimberlyseville@yahoo.com