The Strategy of Gathering Constiuent Information

Building Relationships Through Data Gathering

January 8, 2009

In the information age, data is king and customer information is

the currency.

Collecting Consumer Information Has Many Negative Connotations 

Collecting Consumer Information Has Many Negative Connotations 

85% identity theft is caused by victim interaction with identity thieves.

People feel their info is being used for “trickery” and to “one-up” them.

People feel their info is being used for “trickery” and to “one-up” them.

Typically, the worst thing a business will do is try to sell them something.

Without the establishment of trust, a relationship cannot be established.Only a transaction can occur.

Consumer trust is a key factor in any business activity.

The decisions of what information is to be asked is as much an art as a science.

The Amount of Information a Donor is Willing to Share Depends on 4 Variables:

1.How much do I trust that the organization will use my information correctly.

No AlarmsNo Surprises

1. How much do I trust that the organization will use my information correctly.

The Amount of Information a Donor is Willing to Share Depends on 4 Variables:1.How much do I trust that the organization

will use my information correctly.– Does the information requested seems

appropriate for the transaction at hand.

Asking for inappropriate information causes distrust between the donor and

the organization.

2. Does the information requested seems appropriate for the transaction at hand.

We risk the donor give us incorrect information.

No information is better than wrong information.

The Amount of Information a Donor is Willing to Share Depends on 4 Variables:1.How much do I trust that the organization

will use my information correctly– Does the information requested seems

appropriate for the transaction at hand.– What is in it for the donor?

Google has mastered the answer to this question.

What’s In It For Me??????

Google has mastered the answer to this question.

What’s In It For Me??????

What’s In It For Me As A Donor?

• Enable UWCO To Thank The Donor• Easier Pledging• Correct Past Errors• Communicate About UWCO Work• Enhance Your Gift

The Amount of Information a Donor is Willing to Share Depends on 4 Variables:1. How much do I trust that the organization will use

my information correctly. – Does the information requested seems

appropriate for the transaction at hand.– What is in it for the donor? – Has the organization properly explained why

they need the information?

This is the process of “marketing the ask”

4. Has the organization properly explained why they need the information?

United Way has a trust advantage when we “marketing the ask”

4. Has the organization properly explained why they need the information?

Just because you want the data does not mean you are entitled to collect it. 

Information for each donor interaction should be defined as:• Required Information• Optional Information• Information That Can Be Gathered Later• Information That Should Not Be Asked

Things To Remember:1. Donors want to retain their privacy and may be worried

about ID theft.

Things To Remember:1. Donors want to retain their privacy and may be worried

about ID theft.– Make sure a relationship has been built before any

information gathering proceeds…Timing is EVERYTHING!

Things To Remember:1. Donors want to retain their privacy and may be worried

about ID theft.– Make sure a relationship has been built before any

information gathering proceeds…Timing is EVERYTHING!– Be personable – use humor if appropriate

Things To Remember:1. Donors want to retain their privacy and may be worried

about ID theft.– Make sure a relationship has been built before any

information gathering proceeds…Timing is EVERYTHING!– Be personable – use humor if appropriate.– Explain the value of questions if they seem out of context.

Things To Remember:1. Donors want to retain their privacy and may be worried

about ID theft.– Make sure a relationship has been built before any

information gathering proceeds…Timing is EVERYTHING!– Be personable – use humor if appropriate.– Explain the value of questions if they seem out of context.– Be flexible.

TIMING IS EVERTHING

TIMING IS EVERTHING

Make sure a relationship is established before you ask for personal information.

What’s in it for the donor??

What’s in it for the donor??

Just because we want/need the information does not mean we are entitled to it.

Thank you