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If you’ve migrated donor data from one CRM to another, no doubt you have dealt with a lot of difficult decisions. In fact, our donor data migration clients often express surprise at the number of decisions they have to make. In this post, we discuss our list of Top 10 Tough Donor Data Migration Decisions. From our webinar hosted by Bloomerang on August 20, 2014. Presented by Gary Carr, CEO Third Sector Labs.
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10 Decisionsyou will face with any donor data migration
Presents
?
Our Agenda
1. Overview
2. Some ground rules
3. Data migration - the process, the plan
4. 10 unavoidable decisions
– And what to do about them
5. Takeaways and Q&A
Please participate in our online poll while we get organized for today’s event.
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Nonprofit Data ServicesFounded in 2013 by professionals with 20+ years of technology and data
experience with Fortune 500 companies, the federal government, and nonprofits
Offices in Washington, DC and Seattle, WA metro areas
www.thirdsectorlabs.com
LEVEL 1:ASSESSMENTS AND
CLEANING
LEVEL 2:DATA MANAGEMENT,
ENRICHMENT, MIGRATION
LEVEL 3:WAREHOUSING,
MINING, VISUALIZATION
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Gary CarrPresident, Co-founder
[email protected]/in/gpfcarr
Let’s get started
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10 Decisionsyou will face in any donor data migration
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No decision is still a decision
Highly degradable … just like people’s
lives
As in “unavoidable”
There is always risk when you
move something
Data confound us … why?
“It is a capital mistake to theorize before one has data.”• Sherlock Holmes
“Data is the new oil.”• Attributed to many people
“Data is not the new oil, but instead a new kind of resource entirely.”• Jer Thorp, in a Harvard Business Review article
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Confoundkon-FOUND, v
- To perplex or amaze - To through into
confusion or disorder
Here’s the heart of the problem …
“Personally, the NSA collecting data on me freaks me out. And I’m from the generation that wants to put a GPS in their kids so I always know where they are.”• Joss Whedon, screenwriter, director
We are feeling overwhelmed … big data = big confusion
What data do we need … and what can we ignore?
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Answering this question …
“What donor data do we need … and what can we ignore?”
... sums up the purpose of today’s webinar.
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You are here today because …
1. You are in the midst of a CRM migration and you are looking for insights
2. You have a CRM migration coming up
3. You have completed a CRM data migration recently and you are still wrestling with some problems
4. Data inspires you!– Then you must want a job with Third Sector Labs
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Let’s set some ground rules
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“Never tear down a bridge before you know why it was built. It may be your only means of retreat.”
- Seasoned general - Successful technologist
Our data migration ground rules
1. Your donor relationships depend on data – all of them. Therefore you need your donor data to be as “complete” as possible.
2. “Complete” = what you will actually use.
3. Your shiny new CRM represents your fundraising future, NOT your past.
4. Not making a decision is still making a decision.
5. All data migrations start with an understanding of the process, and they require a plan.
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The process and the plan
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It’s data moving time
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?
The technical process
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This is what we
do!!
01010100110111000101011000
11001010101010101010000101
10110001111100101001010010
The technical process … really
1. ANALYSIS 2. MAPPING 3. DATA EXTRACTION
4. Clean now or later?
5. Parse now or later?
6. NEW DATABASE CONFIGURATION7. Test file8. Re-configure
database
9. CREATE DATA IMPORT FILES 10. IMPORT 11. Test 12. Re-import
13. Test14. Remaining cleaning, parsing
15. Create archives
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Steps most people focus on
Creating a plan
Actually, your data experts will build the plan
You want to plan ahead and be prepared … and ask better questions.
Start with a checklist
Here’s one from the Third Sector website.http://3rdsectorlabs.com/resources/data-migration-checklist/
Checklists
10 unavoidable decisions
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#1 Do we need data governance policies?
(by the way, what is “data governance?”)
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Data governance
What’s that?
Correct answer
“Yes!”Why?
Without policies and standards, you won’t be able to make the necessary decisions to complete your data migration.
There will be too many unanswered questions.
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Examples
1. Purpose– For what purposes do we store donor / constituent data?– What defines a “complete” donor record?
2. Processes– What are our processes for data gathering / input?– How frequently (and on what schedule) will we clean / update / enrich
our donor data?
3. Storage– How long do we store old records?– When does a prospect stop being a prospect and just become ‘bad
data’?– How many instances of an address or phone # or email do we store?
4. Security– What are our data security standards?
5. Other … compliance? Systems integration?
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#2 How many years of donor data do we migrate?
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Wrong answer
The data hoarder in us all says:
“Bring it all!”
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Correct answer
(Answering a question with a question)
When was the last time you logged into your CRM and studied donors or gifts older than 3 years?
“Start with 3 years”
Justify anything else with specific use cases … not fear of losing data
Archive the rest
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#3 What about lapsed donors – do import them too?
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Hint
• This is a communications / fundraising problem. • NOT a data problem
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????
Correct answer: “It depends”
Option A: “Segment your lapsed donors upon import.”• For newer, retention-based
CRMS like Bloomerang
Why?You need a separate outreach strategy for lapsed donors:- 2 or 3
communications- New messaging,
targeted- Anyone responding
goes into the new CRM
- Purge non-respondents
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Correct answer: “It depends”
Option B: “Do not import lapsed donors.”• If you can use your old
system• To manage the targeted
outreach campaign mentioned on the previous slide
Why?The majority of your lapsed donors are probably lost- Don’t muck up your
new CRM engine with a bunch of gunk
- Only bring over the lapsed donors that you re-engage
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#4 What about data that we can’t / don’t import?
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Wrong answer
• “Keep trying … there’s got to be a way to get it all in there.”
• “But it all fits in the old system!”
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Correct answer
Why?• Legacy data may be
poorly formatted• Corrupt• Doesn’t fit new CRM
data structure• Doesn’t fit with new
data governance policies
• You want to be able to get to it later … if you need it
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• No, not in an actual file cabinet …
• Microsoft Excel, Access … something simple
“Archive it.”
#5We have a couple of ad hoc text fields with lots of notes – what do we do about them?
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Wrong answer
“We need text fields in our new CRM database.”
“You never know when we may need the flexibility.”
L Name F Name Gift Notes
Abrams Sally $500 Born 3/4/74Married, DaveOne child, CindyMichigan StateAttended galaReferred Dave Smith
David Randel $250 Has vacation home in FloridaWife, CherylSubscriber to newsletter
Forresta Jacque 4/17 – spoke about giving; made pledge5/14 – followed up about gift pledge
Nevers Alicia $50 Only send emails; do not direct mail
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Correct answer
“Save it, and parse it …
later”
Why?• Don’t let a parsing
project interfere with a data migration … it will slow you down.
• The text data needs analysis.
• The parsing potential needs to be assessed against your CRM database.
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What is parsing?
1. Analyze fields2. Look for opportunities
to break data into multiple fields
3. Export to suitable tool … (Excel often works)
4. Separate the data in a new file
5. Map the new fields to the database
6. Re-import data in the new file format
L Name F Name Gift Notes
Abrams Sally $500 Born 3/4/74Married, DaveOne child, CindyMichigan StateAttended galaReferred Dave Smith
David Randel $250 Has vacation home in FloridaWife, CherylSubscriber to newsletter
Forresta Jacque 4/17 – spoke about giving; made pledge5/14 – followed up about gift pledge
Nevers Alicia $50 Only send emails; do not direct mail
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The result
L Name F Name Gift D.O.B. Spouse Children
Alma Mater
Subscriber
Comm Choice
Soft Credit
Notes
Abrams Sally $500 3/4/74 Dave Cindy Michigan State
All Dave Smith
David Randel $250 Cheryl Yes All Has vacation home in Florida
Forresta Jacque All 4/17 – spoke about giving; made pledge5/14 – followed up about gift pledge
Nevers Alicia $50 Email
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Ground rule reminder:
“Complete” = what you will use
#6When should our data be cleaned, before or after the data migration?
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Data hygiene polling data
29%
13%
4%
53%
When was the last time you cleaned your donor data?
3 months6 months12 monthsNot sure
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*Data from TSL 2014 webinar attendees
Correct answer: “It depends”
Rule of thumb: “Before migration.”
Why?Only bring over clean data:- Apply data
governance- Normalize- De-dupe- Purge
Post import:- Append- Parse
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Correct answer: “It depends”
Exception to the rule: “After migration.”
Why?• If the plan calls for it• If too many records
are co-mingled in a larger database … uncertainty about record ownership
• If there is migration urgency
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#7We are three months into our data migration project and we just figured out that some data fields won’t translate to the new CRM. What do we do now?
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Don’t panic!
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This is not uncommon
1. This usually occurs after analysis, data mapping, CRM configuration and initial testing is underway.
2. Then … Ah-ha!!3. Some fields in the new CRM are not interpreting
data the way you expected .4. How do you know?
– Reports look wrong– Data seems missing– Donor profiles appear incomplete
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What to do
1. Stop the imports2. Identify data gaps and mistakes3. Re-map
– This can be tedious
4. Re-configure the new CRM database– Do you need new or custom fields?
5. Create new test files– Does the problem lie with the test file itself?
6. Then re-run your test imports
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But be open minded
• If you can’t figure out a way for the new CRM to accommodate the old data, you probably don’t need it … and you were trying to hold onto it for the wrong reasons.
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Ground rule reminder:
The new CRM represents your future, not your past!
• Is the real issue that the old database is suffering from bad data management practices that the new CRM won’t tolerate?
#8We can’t agree on what data to keep and what to purge. Can’t we just bring it all over to the new CRM and decide later?
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Correct answer
“No!”Why?
• You are stuck on one or more data governance policies that you don’t want to follow.
• Work through the problem.
• Remember: archiving data is your piece of mind.
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Ground rule reminder:
No decision IS a decision
#9Once the migration is completed – and our data is rock solid - who is responsible for data quality?
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Potential answers
1. Tech team or dba (database administrator)
2. Marketing / communications
3. Fundraising4. Consultant
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(Just don’t expect this level of enthusiasm)
Correct answer
“Any of them”
Why?• All are good choices• Depends on your org
structure
What is necessary:1. Accountability2. Budget3. Manage data quality
on its own schedule
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What do we know about data quality?
“If your data isn’t getter better, it’s getting worse” -- TSL data scientist
“What! Why?”
-- audience
Data quality vs. data degradation
“Data degrades”
• What does that mean?
Data degradationCause #1: your organization
– Lack of data entry standards
– Unskilled data entry workers
– Common mistakes
– Record fragmentation
Cause #2: the technology– Multiple, disparate systems
– System upgrades
– Integration, processing errors
– Sheer volume of data
Cause #3: those darned donors … life!– Change in address … every 5 to 7 years
– Change in jobs … 9 to 11 jobs in a lifetime
– Family / life event … divorce rate, birth of children, death … what else?
That’s why data quality management requires
Three necessary ingredients:
1. Accountability
2. Budget
3. Manage data quality on its own schedule
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#10Do we need a data consultant to complete our CRM migration, or can we just rely on our new vendor?
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At the risk of sounding self-serving …
“Probably”
(unless you have in-house staffing)
Why?
• You need one or more resources who can:– Extract legacy data– Clean, normalize and
purge– Create import files for
the new CRM– Create post-migration
archives
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New CRM vendor tech resources
• Want to receive a clean data set• Configure the CRM database• Import the clean data• Get done as quickly as possible
Be sure to review a plan - including roles and responsibilities - with your new vendor.
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Ground rule reminder:
Data migrations require a plan
Who is making sure you break down silos …
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To achieve one complete view?
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Aha!Here she is!
Desired outcome of making these unavoidable decisions
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There are many
1. Clean data2. Future focused3. No wasted money on per-record SaaS costs4. No wasted time due to bad data clogging up
systems, exports, etc.5. Improved fundraising results6. Better donor relationships
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Remember … even with a new CRM
garbage in, garbage out
In conclusion
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Take-aways
1. Understand the CRM data migration process2. Identify the key decisions that will be made
along the way3. Discuss pros and cons of decision options4. Have a sense of preparedness and control over
your next data migration project
How we can help
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Data basics • Assessments, hygiene,
management
Data intermediates• Migrations, integrations, security
Data advanced• Warehousing, mining, analytics,
visualizations
Gary CarrPresident, Co-founder
ThirdSectorLabs.com [email protected]
linkedin.com/in/gpfcarr
For your time and attendance …
and …
a special thanks to our host
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Thank you!
We’d like to hear from you!
Please submit your questions…
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Q & A