Tag Archives: verify data

Facebook, Fundraising, and Data Protection

Focused Fundraising, , , , , ,

Are you busy? Do you have any of these: full-time job, children, elderly parents, friends, and maybe even a few interests or hobbies? How are you supposed to keep up with social media and data protection and privacy issues, too? Well, if you are involved in fundraising where giving is predicated on donor trust, your choice is to invest some time and resources now or suffer big losses later. Ask Facebook.

I’m going to give you a quick summary of the Facebook scandal, show you how easy it is to trip on information, and give you three things you can do now. Ready? Let’s go!

Quick Summary of Facebook Scandal

The recent Facebook scandal offers up a few salient lessons for fundraising.

In 2014 Cambridge University’s Psychometrics Center developed an app for Facebook users to take a personality survey. The app scraped some private information from their profiles and those of their friends (Facebook later banned this scraping activity). The Center refused to work with Cambridge Analytica, a political consultant firm, but Dr. Aleksandr Kogan, a psychology professor at Cambridge University, developed his own, similar app for Cambridge Analytica.

The users taking the personality survey were told it was being used for academic use, but it was not. The use of the name “Cambridge” aided in this deception. Dr. Kogan collected and passed along the information from the 270,000 survey takers, but also 87 million additional users. This information was then used to influence user behavior by showing them tailored stories and ads so to get them to vote for the designated political candidate.

The Fundraising and Data Issues

Have you heard about the General Data Protection Regulation (GDPR) going live in the European Union (EU) on May 25, 2018? Click here for guidance from the Institute of Fundraising. There’s talk of the US taking a cue from the Facebook-Cambridge Analytica debacle to draft something similar. One aspect of the regulation is that the person providing personal information should understand and consent to how that information is going to be used. A simple way to think about this is opt-in vs. opt-out.

When the Facebook users took the Cambridge Analytica survey they opted in, but to what information disclosure and use? Surely they did not understand explicitly what pieces of information were collected and that they would be used in an attempt to influence their behavior in a political election.

Do your donors know that you submit their data to a wealth screening or data modeling? Right now at this very moment could you fluidly explain to a donor what information is used in a wealth screening and why?

And even if you can leap that hurdle with the grace of a gazelle, there is the question of how a prospect not yet acquainted with you or your organization could be researched. How can you inform a donor prospect how you are going to use his/her personal information if you have not yet contacted the prospect? And then, what if you decide s/he is not a good prospect and don’t want to make any outreach? Do you still have to notify the person?

I pose these questions hoping you might begin to feel a little uncomfortable. And when you feel this way I’d like you to see how the US public feels about data protection as told through a Pew Research Center survey.

Roughly half of Americans do not trust the federal government or social media sites to protect their data

If Pew had asked the public if they felt that not-for-profit organizations protected their data, what do you speculate the answers would be? Skewed to the left with “not at all confident” or to the right with “very confident”?

Watch Your Step! It’s Information.

Trust is fickle. Based partly on emotions, trust is a decision and it is subject to change at any moment. You and I both know that the research we perform on our prospects and donors is done with the greatest care. But no matter how careful and ethical we are with information about our donors and prospects, ultimately their perception of our actions will determine whether they decide to continue to trust us.

All of us are subject to a firehose of data every day and our ability to trust any piece of data requires quick decisions. A simple example involves dates. If I want to know the answer to a question and I find an article online, a quick indicator of its value is its date. Is it very old information or newly published?

But look how easy it is to mislead with something as simple as a date:

Chart: What Assets Make Up Wealth? | Visual Capitalist | 2018

To look at the citation above you would believe it is very current. The article was written in 2018, but the data the article relied upon were compiled in 2016. Dates can be surprisingly complex. Ask Sabine Schuller, an expert in international prospect research. She wrote an entire blog post on the subject of dates!

3 Things You Can Do NOW

If you aren’t convinced yet that you and your organization should be re-evaluating data privacy policies, you should know that the UK Information Commissioner’s Office fined charities last year for data protection violations and those fines could reach millions under the new GDPR. The US is likely to enact legislation at some point. So what can you do now?

  1. Evaluate your data policies now. Start with some of the resources provided here and begin crafting a plan to assess and act. If you store and use data on EU citizens, that data will be subject to GDPR. And this goes beyond fundraising to all data held by your organization. Investing time and resources now will save you time and resources later. You need to continue earning the public and your donors’ trust in your organization.
  2. Get better – much better – at messaging around fundraising and prospect research. Do you understand prospect research? Do you still use words like “stalking” or “creepy”? Even in jest? If so, you have work to do to understand and better articulate the reasons for and benefits of fundraising research.
  3. Get serious about donor engagement. If you don’t already have some kind of advisory board or ad hoc committee, maybe it’s time to consider investing the resources to start one. Who better to be reviewing your policies and messaging? Or maybe you want to begin surveying or holding focus groups with your donors. Find a way to engage and listen to your donors.

Data privacy and protection issues may seem overwhelming, but if you start now and tackle it one step at a time you will be routinely strengthening and reinforcing your organization’s policies and procedures. And when new legislation or additional data scandals break, you will be ready and able to reassure the public and your donors.

Additional Resources

Speedy Research Verification

4Fundraisers, , , , , , ,

1160561_45274657Looking back on 2014 I realize that I’ve done quite a few screenings and research verification projects. And that means I’ve had lots of conversations with fundraisers who ask a lot of the same questions. I thought you might like to eavesdrop on some of those Q&A’s!

Very soon after I get into a conversation with a fundraiser about prospect screenings, this question gets asked in some form or another:

Why should I get the results verified? Does that mean the results aren’t accurate?

Every organization has different needs, but generally speaking, verifying results is necessary for at least three reasons:

  • Lots of people have very common names – this can confound even the most talented prospect research professional and it certainly confuses computer algorithms!
  • Sometimes the data going in is less than perfect, so the data coming out is less than perfect too.
  • Prospect screenings were never intended to be accurate to the last detail. That would be nice, but the primary function is to prioritize a large list of names based on limited pieces of information. Some mismatches and omissions are a necessary result and that’s okay.

Once we start talking about where the data comes from and why there are bound to be some errors and omissions, the next question is this one:

What exactly does “verify” mean? What are you doing when you verify?

Verify means deciding which pieces of information are most important and then checking or verifying those pieces of information. It’s like a quality control check in manufacturing. Instead of each garment getting a sticker that says “Inspector #32”, each name gets a once-over by a prospect research professional.

Following are some illustrations of how this might differ from organization to organization:

  • In a small office with a total of three fundraising staff, the development director might eyeball the top-rated prospects, look up their company bio in Google, and make a phone call for a visit. Batta-Boom-Bang!
  • Another organization might hire an intern to check the top-rated prospects and leave it to the intern to figure out what that means.
  • A solo prospect research professional might select a portion of lesser-known prospects in each capacity or likelihood to give range, verify key items such as real estate, occupation, largest gifts, and volunteer leadership, and make recommendations for discovery call assignments.
  • A prospect research department supporting well-paid, highly-skilled major gift officers might take the top tier of top-rated prospects and go beyond verification to qualify that the prospect does indeed match the vendor’s capacity range and likelihood to give rating. They might then methodically verify and make recommendations, working their way through the tiers of prospects.

Why such variation in approach? Always look for the money! Spend the most time and resources where it will bring in the most gift dollars. Common sense tells us that there should be a different approach for verifying results where the highest gift capacity is $500,000 from verifying results where the highest gift capacity is $100 million.

And then people always want to know:

How long should it take to verify a name?

By now you will probably understand when I say, “It depends”. How long depends on how much you are verifying and at what capacity rating levels. Sometimes there are lots of assets and hundreds of possible gifts – that could take a while. On the other hand, prospects with less capacity can sometimes verify quite quickly.

Take a name or two in each category you plan to verify and time yourself. Now you have a good idea of timing.

Data >> Information >> Insight >> Action

Everyone in the fundraising office needs to know a few things about data these days. We need to turn data into information and information into actionable insight. That requires both fundraising and research knowledge. But you knew that, right? Because you are the future of fundraising!

 

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