Spring Cleaning – Data Hygiene for your CRM
For many of us, when you spend double the normal amount of time sequestered at home, you tend to take care of your list of projects that you may have tabled for a while. The garage has been cleaned, the junk has been removed from the junk drawer, and for the most organized of all of us, the spice cabinet has been re-alphabetized twice – coriander follows cinnamon and not vice versa.
Data hygiene is paramount to the success of your organization, so we decided that we would share some tips and tools to make sure that your instance of Revolution Online remains as sparkling as your countertops and as well stocked as your shelves.
Data Quality Assessment
How clean is your data today?
The first step in thinking about data hygiene is evaluating the current quality of your data. ROI Solutions can help your organization identify incorrect or incomplete data by providing you with a comprehensive review of your organization’s data. We will summarize and prioritize your data issues, and then discuss the best mechanism, whether as a revision to a business process or as a workflow, through prescriptive client-specific programming to fix the root cause of the issue.
It is also a perfect time to think about what other data you could use to enhance your knowledge of your constituents. We can recommend opportunities to further augment your data for the best use by your organization.
Here are some common problems that we have witnessed over the years in data management and how we intelligently approach solutions to address and rectify them.
The USPS estimates that approximately 14% of the population moves every year. Some organizations with large direct mail driven programs estimate that they lose tens of thousands of dollars per mailing in undeliverable mail.
The USPS graciously returns the Undeliverable Address mail complete with a Return to Sender sticker, but few organizations go through the manual effort to update addresses based on this. Concierge-level caging and cashier vendors do offer services to manually key address changes, but this can be an expensive exercise.
The Solution: Regular National Change of Address (NCOA) and Coding Accuracy Support System (CASS) certification services can ensure that your direct mail finds the right home. ROI Solutions offers its clients both NCOA services and CASS services. We recommend that our clients run their NCOA process on their full file annually and at least out as far as they generally mail (e.g. 0-48 months, 0-60 months) on at least a quarterly basis.
At ROI Solutions, we also can automate the selection criteria, output of data, and matching/overwrite logic to make the process more automated and turnkey. No matter what, old addresses are still available and searchable within Revolution Online to ensure that you can always find the donor if they respond to an older communication. Contact your Account Management team to discuss a regular NCOA/CASS process that works within your communications schedule to ensure you maximize your direct mail deliverability.
Partial, Incomplete, or Incorrect Data
Another challenge stems from incomplete or partial data on constituent records. This can take the form of partial names, addresses, email addresses, and other data points that were either entered erroneously by your constituent or during manually keying. This is often caused by data that you are receiving from third-parties or web forms that are incorrectly or only partially completed.
The Solution: The first step again is to identify the constituent records for which you might have only partial data. Revolution Online provides a suite of tools and scripts to identify many common problems including: Capitalization Problems, Missing Contact Names, Missing Street/City/State/Zip Code, Duplicated Relationships, and many others. If your organization has a unique issue that you are experiencing, contact your Account Management Team and we can help unpack the problem and recommend client-specific programming to help you resolve it.
The second step is determining if they are originating from a common source (like a web form) and determining how valuable the interaction of that constituent is to your organization. Here we recommend strategic consultation with your ROI Solutions Account Management Team to determine what is best for your organization to review your data entry protocols and integration points and proactively mitigate any potential problem areas. Careful consideration must be paid to the following questions.
- Is it valuable to have a constituent record with, for example, only an email address in Revolution Online?
- What minimally viable amount of data is required to consider that a “complete” or “complete enough” constituent record for your organization? For example, should you require additional data to be entered into an online form before capturing that data?
- If a constituent record is incomplete, how are you going to have an informed communication strategy and via what channel(s)?
- On the opposite side of the fence, having too much data can render it into a cacophony of unusable data, so what data are you collecting that is going to be actionable for your organization in terms of analytics and marketing strategy?
ROI Solutions works with our clients to help determine what the value is of the data captured via any channel. Then we help our clients determine if they should further round out their constituent information by soliciting self-reported information through direct follow-up, or by augmenting that data with the assistance of a demographic data compiler.
We have developed turnkey relationships with several vendors that provide demographic enhancements, wealth and liquidity screening, congressional districting data, as well as email and phone appends and verification services. These relationships allow ROI Solutions to provide our clients with discounted pricing based on our collective client volume. Based on the use case, ROI Solutions can help your organization identify a partner that can help fill in the blanks to round out your constituent view through email appends and verification, phone appends and verification, demographic enhancements, wealth and liquidity profiles, and other valuable information.
The single biggest source of frustration (not to mention cost and revenue implications as well) for nonprofit organizations is realizing that they have a high rate of constituent duplication. We have seen some organizations during the conversion process from other applications into Revolution Online have as high as a 10+% rate of duplication. The reasons for duplication vary from organization to organization: from loose data entry controls, to online form entry, to other originating sources of inbound data, and the list goes on.
For most organizations, this issue can be further exacerbated by multiple applications in their ecosystem that are loosely (or not at all) integrated. In other words, your organization might have more duplicates than you even realize. Data duplication ends up costing your organization time, money, and perhaps most importantly, knowledge about your constituent’s 360-degree involvement and interaction with the organization.
The Solution: Revolution Online provides a suite of Duplicate Detection tools within the application to run ad-hoc or scheduled dupe suspect reports. The outputs are created with industry standard algorithms using both full and partial name, address, and email information to determine which records are potentially duplicated. These listings output suspected dupes in a convenient listing that can be manually merged or marked as non-dupes within the application. We recommend that all our clients review these listings on a monthly basis at a minimum and dedicate resources to evaluate potential duplications and administer those changes.
While these are great tools to identify and manually address duplication, enterprise-size organizations usually do not have the human resource capacity to dedicate to manually rectifying duplicates. For most clients, ROI Solutions works with them to understand their capacity and create and implement automated scripts within the application to automatically address de-duplication. We provide our clients with a standard time-tested baseline matching algorithms. The matching logic which govern the tolerances for manual exception handling can then be tightened or loosened based on their client need and capacity (or desire) for manual reconciliation.
ROI Solutions also works with our clients when integrating any other third-party tools within their ecosystem. Here too, we provide baseline matching logic which can be dialed up or down to accommodate and automate the capture of inbound data flows to minimize duplication. A pending queue is created for manual exception handling and clients routinely review this list to properly handle any data requests that fall outside of their matching tolerance to be handled automatically. ROI Solutions’ Account Management teams routinely monitor our clients’ pending queues to ensure that request volumes are manageable and are being regularly administered.
For any automated process for ROI Solutions’ clients the logic behind that programming conveniently lives in the Business Rules folder in the application. So, if you need to understand the matching logic of your de-duplication script, or even want to tweak it to meet your needs, this historical and iterative document tells you exactly what is happening with your data. As part of our Quarterly Business Review process with clients, ROI Solutions’ Account Management teams will work with you to review business rules and workflows and provide you with a plan of action to make sure that your data stays clean now and as your programs evolve.
The Bottom Line
The very foundation of your organization’s fundraising and communications strategy is your CRM and the data maintained therein. You need to ensure that you are not only capturing, but evaluating and curating, your constituent data on a routine and regular basis – and at ROI Solutions we are here to help you do just that.
Every organization should have a data hygiene plan of action. That plan will be unique to your organization based on the outbound and inbound communication channels that you use, what pertinent information that you need to capture and communicate effectively with your constituents, how much staff time you can allocate to ongoing clean-up efforts, and how to best use Revolution Online and ROI Solutions’ Data Management Services (DMS) to help identify problem areas and automate processes to identify and rectify them.
Remember the work you do today on data hygiene can have a positive impact on your organization’s bottom line in terms of cost savings, both now and in the near future. You need to be confident that the information you have about your constituents is up-to-date and that you understand the true 360-degree view of their interactions with your organization. The plan that we enable together and adhere to will make sure that your instance of Revolution Online stays healthy and clean and empowers you to maximize your organization’s communication efforts.
Now, back to cleaning the shelves, and organizing the closet, and…