Presenter(s): Sarah Kimmerle, Individual Giving Manager, Oakland Museum of California Jen Villafane, Project Assistant, Fine Arts Museums of San Francisco Moderator: Eowyn Bates, Vice President of Institutional Advancement, San Diego Natural History Museum Data mining and management are essential implements in your fundraising toolbox that enable you to focus, refocus, and strategize. Most museums use a development database to track donations and other basic information, but what else can you add to develop a better understanding of the participation and passions of your constituents? How can you use this knowledge to increase giving and engagement? This is an introductory session on managing and utilizing development data for museums of all sizes. #NutsAndBolts

1. Using Fundraising Data to Increase Giving
Case Study: Oakland Museum of California
Sarah Kimmerle, Individual Giving Manager
skimmerle@museumca.org

2. Contextual Advertising
Does Google know your donor
better or as well as your
fundraising team?

3. Targeted Advertising

4. Targeted Advertising
• Targeted advertising is the strategic placements
of ads based upon a consumer's demographics,
psychographics, and consumer habits
• Major Gift Officers always provided “concierge”
service--remembering donors interests and
matching them to funding opportunities
• Technologies record consumer interests
creating efficiencies in this process
• Permanent record of donor-museum
relationship

5. What is Market Segmentation?
Market segmentation is the term used for a
marketing strategy which involves dividing a
broad market into subsets of visitors or potential
audience members who have, or are perceived to
have, common needs, interests, and priorities,
and then designing and implementing strategies
to target them.

6. OMCA Audience Model

7. An OMCA Loyalist is:
1. Already “sold” on the importance of going to the Museum
2. Very active participant at cultural institutions including serving as
volunteer, member, guild member, etc.
3. Very likely to be a woman with high household income & highly
educated
4. Age 60+ with discretionary time for visiting cultural destination,
participating in continuing education, & volunteering
5. Active in the outdoors as well (gardener, hiker, etc.)
6. Active reader and news follower (especially NPR)
7. Someone who finds messaging about a specific exhibition or program
(especially in a field of particular interest) appealing
“Nancy”
Loyalist Archetype

8. Ways to Use Donor Data
• Conditional Mail Merge
• personalized salutations
• volunteer service (insert first name when addressing a
household)
• total year’s giving
• last year’s renewal amount
• Don’t forget to personalize reply forms

9. Ways to Use Donor Data

10. Ways to Use Donor Data
• Incremental ask strategy
Last year at this time, you renewed your Donor Forum
membership with a gift of $1,250. This year, I hope you will
consider increasing your contribution at this crucial time
with a gift of $1,500.
• 26% of donors responded to incremental
increase
• Raised average gift by $250
• New income totaled $45,000

11. Ways to Use Donor Data
• Integrated Ticketing & Donor Systems
• Pull visitations reports monthly/quarterly
• Segmented case statements
• transaction vs. philanthropic motivations
• highlight core interest in your museum’s
mission
• “Smart” invitations
• What public programs should you invite
donors to attend?

12. Where to Store Data
• Take full advantage of your database
• Raiser’s Edge is often underused. Interests can
be stored in multiple fields:
• Attributes
• Prospect Tab/Proposal Notes
• Notes
• Prospect Tab/Philanthropic Interests

13. Storing & Retrieving Data

14. Pitfalls & Hazards

15. Pitfalls & Hazards
• Forgetting ethical fundraising and research
practices
○ Association of Professional Researchers for Advancement
(www.aprahome.org) is a professional organization, like the
Association of Fundraising Professionals, that helps set sector-wide
ethical guidelines
○ Integrity: Members shall be truthful with respect to their identities
and purpose and the identity of their institutions during the course
of their work. They shall continually strive to increase the
recognition and respect of the profession.
○ Accountability: Members shall respect the privacy of donors
and prospects and conduct their work with the highest level of
discretion. They shall adhere to the spirit as well as the letter of all
applicable laws and all policies of their organization. They shall
conduct themselves in the utmost professional manner in
accordance with the standards of their organization.
○ Practice: Members shall take the necessary care to ensure that
their work is as accurate as possible. They shall only record data
that is appropriate to the fundraising process and protect the
confidentiality of all personal information at all times.

16. Pitfalls & Hazards
• Not scheduling time for data entry & maintenance
• Stereotyping or creating caricature of donor
segment
• Reassess as your donor community grows
• Relying solely on data and forgetting to maintain
personal connection
○ Don’t underestimate the power of a
handwritten note, pre-mail phone call, or
coffee date