When data is NOT the fundraiser’s friend

Good use of data can help you create messages for your donors that are more relevant, interesting — and effective.

But data can betray you in embarrassing ways. Like it does in this letter from an organization I support. (I’m hiding their identity because I don’t want them to be embarrassed in front of their peers.)

Here’s the paragraph where things go awry:

I’m embarrassed that I neglected to donate for such a long time. It’s an excellent cause. But does that call for sarcasm?

Okay, I know they aren’t being sarcastic, but it comes across that way: All the wonderful things we can do, thanks to your gift of nothing.

It’s just a slight hiccup with the data. My record with its $0 worth of giving should have triggered a different version of the copy. It didn’t.

These things happen. Similar things have happened on messages I was involved with.

The lesson here: Think it through. Be very careful. Make sure there’s a sensible path for whatever is in the data. Get professional help if you need it (and it’s okay if you need it).

Data glitches make the difference between a truly relevant and personal message — and a weird slap in the face!