Cover Story: All for One
By cleaning the records of expires and actives, UJC provided federations with new addresses for 15,377 records. E-mail addresses were added to 82,914 records and phone numbers to 192,373, and another 9,479 people were found to be deceased. In addition, five federations took advantage of the option to receive supplemental demographic data, including age, income, net worth, presence of children and number of adults per household.
The organization now is encouraging federations to participate in New Move twice a year — during the High Holidays (September) and Passover (April) — to get donor information on track before what are traditionally the most responsive seasons for its constituency. The cost is roughly $400 per federation to cover the NCOA cost.
"We see that as the best practice from the National Change of Address perspective because the data does need to be refreshed," Smolyar says. "A significant amount of people tend to move in six months, and it dramatically helps with both acquiring the new donors but also with improving the cost of fundraising when you talk about direct mail or any other means of reaching out to donors, obviously."
To date, the effort has generated more than 65,000 new prospective donors by uncovering past donor information, expanding contact information and increasing information-sharing among member organizations. But probably the most amazing aspect of the whole project is that it's not a creation of one central database, but rather a standardized contribution where data is collectively shared, filtered and then reported back to federations so they can update their files.
"In a system where every organization is independent and does their own direct marketing, does their own fundraising in their own territories, the mere fact [that they're] signing up and sharing data on a collective and consistent basis is a huge jump in trusting the process and realizing that they will reap real benefits," Smolyar says.