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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Twelve must-do tips for database newbiesBy Annabelle Wood
May 27, 1999; Canadian FundRaiserThe better your database, the bigger your profits. Here, based on 18 years' experience in re-building new clients' databases are a dozen brass-tacks basics of setting up and maintaining your own.
- DO invest in database software. It's false economy to use word-processing or label-creating software. There's good low-cost database software which hand-guides you through the process of setting up a database. (See also 2 and 5.)
- DO make sure the database software can export text/ASCII files. It can cut 50% off your cost of processing files.
- DON'T create a 'labels-only' database. Some software allows you to create 'print image' files for labels. Beware: you will never be able to sort or select records from these print image files.
- DO plan on future growth. For example, sooner or later, you'll want to mail personalized letters. Get ready now by setting up customers' and prospects' titles in a separate field.
- DO put name and address data in separate fields. You'll need at least first name, last name, company name, street address, city, province, and postal code.
- DON'T input more than one name per record unless you are building a relational multi-dimensional database.
- DO create simple codes for database records. Complex coding just confuses staff and suppliers. Document codes clearly, so suppliers and new staff can understand them.
- DO establish data entry standards, DO monitor to ensure they're being followed. Otherwise your database's usefulness will be severely compromised.
HINT: standardized data entry screens are a big help.
- DO assign a unique identifying number to each record and print the number on all outputs. Makes updating easier - so updating's more likely to be done right.
- DO use a 'date added' field for each record. This is almost essential for weeding out duplicate entries or same names/different address.
- DO understand that Canada Post's 'Address Accuracy' means a great deal more than correct keystrokes. Address Accuracy software compares the relationship between street address, city, province and postal code and makes corrections if there are enough points of comparison. Otherwise, you'll be paying penalty costs.
- DO get ideas from competent suppliers about what you want (and need) to capture before setting up a database. It's always more cost-effective to do it right first time.
Active in the Direct Marketing and Distribution marketplace for over 25 years, in 1979 Annabelle Wood launched Wood & Associates Direct Marketing Services Ltd, a data, communications and mail fulfillment company. Its services include order and donation intake by mail, fax and eMail, banking and credit card processing, questionnaires, rebate programs, proof of purchase processing, data capture, manipulation and reporting, design and maintenance of donor, membership & customer databases, mail preparation, data & lettershop services, product and literature fulfillment and distribution. For more information call 416-293-2511, Fax: 416-293-2594, or eMail: awood@.wood-and-associates.com.
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