by lewis bishop
Let’s be honest: pulling a Data Selection isn’t the most glamorous part of the job. A smart, clean Data Selection can be the difference between a successful campaign and a whole lot of tumbleweeds!
So whether you’re reaching out to parents, potential donors, participating eventers or penguin adopters – here are 7 things to keep in mind when you’re building your next Data Selection.
1. Kick Things Off with a Data Brief
Every good data selection starts with a solid Data Brief. This isn’t just a way to torture the stakeholders who have asked you for a Data Selection (although that is fun). It’s your campaign’s blueprint. It should include things like:
What the communication is for
How many people you're hoping to reach
Whether this is a one-off or a repeat campaign
If it’s a repeat campaign, always check last year’s Data Brief, selection output, and any Queries/selection definitions/lists that were used in the last build. It’ll save time, reduce errors, and might even reveal what worked (or didn’t) last time!
2. Know What You’re Trying to Achieve
Before pulling a single record, ask yourself (and your team): what’s the goal? Are you looking for donations? RSVPs? To raise awareness? Selection logic is key, otherwise you risk pulling in everyone and their grandmother.
3. Segment Smartly with RFV
BEHOLD, OUR FIRST ACRONYM! And it’s a doozy: Recency, Frequency, and Monetary Value (RFV).
Recency: When did they last give or engage?
Frequency: How often do they support or respond?
Value: How much have they given/spent/interacted?
Segmenting by RFV helps you target high-value regulars differently from one-time donors or long-lost contacts. Why treat everyone the same when your data can help you be clever?
4. Clean It Up!
Data hygiene isn’t exciting. Don’t argue with me, it’s not. But it’s crucial. Outdated or incorrect records lead to missed opportunities (and annoyed supporters). We’ve all received a Dear [insert name here#%$£] salutation before, and it does not make us feel valued. So when it comes to your data output, be sure to:
Update contact details
Remove duplicates and deceased records
Respect contact preferences and opt-outs
Top tip – if, in your Data Selection output, you notice issues with the data itself (such as spelling mistakes, incorrect formatting, impossible names like Testy McTestface), be sure to update the CRM. Fixing the data in the output (as it goes to the printers or to your digital team) might be the quickest way to get this one over the line today, but if you don’t go and amend the data in the CRM itself, you’ll just have to do this all again next time! You know what they say, a stitch in time saves nine…
5. Keep Data Protection Happy
We couldn’t write a blog like this without mentioning GDPR or the DPA or the ICO, could we? It’s vital to check that everyone in your selection has the appropriate consent or that you have a legitimate reason to contact them. Don’t ignore suppressions or preferences and always play it safe.
6. Timing Is Everything
Data selections take longer than people think. There’s briefing, review, the actual data pull, testing, QA, last-minute changes, and almost always at least one “and another thing–” Not to mention potential issues with your printers, the live lasering, the email system… Give yourself as much time for re-work as possible. We always try to advise 2 weeks minimum for the stakeholders to check the data themselves, and a further week in case they require you to do some serious re-work.
7. Document What You Did
Once you’ve delivered your Data Selection, summarise the key points of the whole process!
Who requested it
When it was run
What criteria you used and where those Queries / selection definitions / lists can be found
What went wrong / what changes had to be made
Lessons learned
Future you (or your successor) will love past you for this. Plus, it’s handy for tracking results and answering awkward follow-ups from key stakeholders.
In Summary...
A well-thought-out data selection is more than a spreadsheet you send to the printers or your marketing comms team. It's the foundation of great supporter relationships. It can be the difference between your supporters feeling special and seen vs your supporters feeling spammed. Get it right, and you’ll raise more, engage better, and stress less.
