FundRaiser Blog
Tracking Donor Interests or 'What's in a Code?'
Noting the differences
It can be a bit confusing, trying to figure out which type of code really is best for tracking a particular aspect of your fundraising efforts. But let's try to de-mystify the process a bit. In the simplest terms, there are only two major types of codes in FundRaiser: those that attach to Name Records, and those that attach to individual Gift Records. So, really, the big question you have to ask, when you want to track some aspect of your donor base is this: "Does this pertain to the person, or to the gift?"
Personal attributes, or interests
For those things that pertain to the person (or organization), you have several choices of Code types, but the most flexible are the Category Codes. You can have (practically speaking) an unlimited number of category codes from which to choose, and you can apply as many as you need to any name record you like. If you want to show, for instance, that a person is concerned with environmental issues, or child welfare, or government policies, or anything else, you can use Category codes for that. Donor Type, Source, and Solicitor codes are more restrictive, with only one of each code allowed per name record, and they are intended for more distinct types of references. As with any information you hold on donors and prospective donors, these codes can help determine how you might approach people with some form of donation appeal, based on their interests.
Gift attributes, or motivation
So far as gift related information is concerned, there are several things you can track for each and every gift, besides just when and how much was given. How a person pays (cash, charge, etc.), why a person gives (Motivation Code), how a person wants you to apply their gift (Purpose Code), and even more, can all be tracked through the gift records. The Motivation code may tell you why a person gave you a particular gift, but not how they would prefer it be used, given a choice. The Purpose code will remind you of how they would prefer the gift be used, but not how they were inspired to give the gift in the first place. And, if you have Professional, you have a couple of "extra" gift codes available (Period and Miscellaneous) which can be used for other specialized gift tracking.
General Data
In Tony Poderis' blog article on making the case for donating to the arts, he mentions gathering data on how the arts impact the community, economically and socially. While FundRaiser is not designed to gather that type of "neighborhood" information, you can certainly use it in conjunction with that type of information to reach people in a way that relates to them more personally. That is IF you have kept track, through codes and other FundRaiser features, of what interests and preferences your donors and prospects possess. FundRaiser Users (with current AMP) can view the Coding & Spare Fields training video available through the Customer Portal, for more information on how to use these codes to your advantage.
