The Importance of CRM Address Hygiene Upkeep

We, as marketers, are very reliant on our CRMs. Our fundraising strategy, campaign performance, and donor analytics are only as reliable as our trusted CRM data. The upkeep of this data is time-consuming and requires staffing resources and ongoing investment. However, forgoing the proper maintenance will cause long-term detriment to the entire marketing program and be a costly investment to correct. One of the most important yet simple upkeep items is keeping constituent address information up-to-date.

On average, 9.8% of people move each year and 31 million people moved in 2019. While many data vendors and mailshops can perform National Change of Address (NCOA) on your file prior to it being mailed, there is a limit on how long this remains sustainable if the data is never updated in the CRM. For instance, the USPS offers two types of NCOA products: 18-month and 48-month. Depending on which type of product the vendor has access to (most common is 18-month), determines how far back they can capture address changes.

Now, let’s assume the CRM isn’t updated with address changes, the vendor uses 18-month NCOA and the campaign mails at Marketing Mail rates (previously known as Standard Bulk Mail). If the address change was within 18-months, it will be captured by the vendor; if it is after 18-months, the vendor won’t capture the change and the USPS will deliver the piece to the address at which the constituent no longer lives. 

This can cause long-term compounded issues:
  • In all likelihood, this constituent will continue to be mailed at an incorrect address in Appeals/Renewals for the next 6-18 months. This is not only a front-end expense (print, production, and postage), but also a loss in donor engagement and further giving opportunity.
  • If this constituent is pulled into a Lapsed or Deep-Lapsed segmentation then the same issues will occur as in Appeals/Renewals (above) and that could go on for several more years.
    • This will also cause lower reactivation performance.
  • Donor analytics won’t necessarily be reliable as constituents may have only stopped giving because they were no longer receiving solicitations. Meaning, analysis numbers, such as donor retention, could be artificially lower than they should be.
  • Acquisition lists could overlap with active/lapsed donors because the active donor address is stale while Acquisition list data is consistently updated.
    • i.e.: If the same donor gives to an Acquisition campaign then the constituent will be added to the CRM which will cause duplicates (one record with a wrong address and one record with a valid address).
There are several proactive measures to keep the CRM address data up-to-date, all of which are ongoing maintenance options:
  • If your organization runs a quarterly Acquisition Program then it is likely that you are supplying the merge vendor with active, lapsed, and deep-lapsed donors to match against the outside lists. The merge vendor can return the house NCOA updates which can then be updated in the CRM.
  • An outside data vendor can run NCOA on the entire universe or a subset of the universe (active, lapsed, deep-lapsed) which can then be updated in the CRM. It is important to schedule these updates at least four times a year.
  • Some CRMs offer add-on address hygiene and change of address tools to keep addresses valid.
If the CRM is already out of date, there are several options to validate existing addresses and update those that have changed. This is a necessary step before the transition to one of the maintenance options listed above:
  • If the CRM universe has been NCOA’d in the past 48 months then using an outside data vendor to run NCOA 48-month will capture constituents who have moved within that window.
  • If the CRM universe has not been NCOA’d in the past 48 months then there are providers that offer a Proprietary Change of Address (PCOA) service. PCOA consists of address changes from outside sources such as: Utility Companies, Magazine Subscriptions, Credit Bureaus, Credit Card Companies, etc. Each provider has its own proprietary list and its retention-offering can range from 5-35 years. Most PCOA providers will also process NCOA 48-month at the same time.
    • PCOA can be an expensive service, mainly depending on total file quantity.
Once the CRM addresses have been updated then it is best to work towards isolating and merging duplicate constituents as there is a high chance duplicates have been created over time.

There are many other CRM data upkeep items that are just as important. Chapman Cubine Allen + Hussey will continue this series in 2021 to include items such as: deceased data appends, apartment appends, telephone appends, ECOA/eAppends, and demographic appends. If you would like help with your data processing needs, reach out to work with us. 

A difficult yet rewarding year.

$401,324,272.25.

That’s how much money Chapman Cubine Allen + Hussey helped our clients raise in 2020. The most ever in any of our firm’s 35 years.

2020 was an extremely difficult year for everyone … the pandemic and the life-threatening coronavirus … personal hardship in a topsy-turvy economy … massive unemployment … isolation and loneliness … a historically divisive political landscape … assaults upon civil liberties … and our electoral process.

But there was a silver lining. Despite the immense hardships faced in 2020, Americans united to support the causes that matter the most. 

Jim Hussey, Chair

In addition to raising more than $50 million to aid those impacted by the pandemic, and more than $36 million to support health-related institutions, including many that are addressing the coronavirus crisis, CCAH is especially proud of the role we played to defeat Donald Trump and elect Democrats up-and-down the ticket.

We helped the Democratic Party raise more than $166 million to elect President Joe Biden and Vice President Kamala Harris. Combined with our victories with the Clinton/Gore Campaign in 1996 and the Obama/Biden Campaign in 2012, this adds up to three successful presidential campaigns for CCAH President Kim Cubine and her team of highly seasoned political specialists. (It’s really five if you count Al Gore’s race in 2000 and Hillary Clinton’s campaign in 2016 … both of which won the popular vote.)

Other CCAH partners generated more than $50 million in the successful effort to retake the U.S. Senate, and an additional $15.6 million to elect more Democrats (especially women and people of color) to positions in the U.S. House of Representatives, and to state offices around the nation.

And during a year which saw the growing threat of racial intolerance gain the attention it has long deserved, CCAH was able to help its clients raise over $70 million for civil rights causes which … fought for the rights of all Americans to have their voices heard at the polls … and addressed the sickening rise of right wing intolerance, neo-Nazism, and antisemitism. We are also proud that CCAH raised $76.6 million for environmental and animal rights organizations, and other worthy advocacy causes.

None of this work would have been possible without the dedicated efforts of our more than 100 CCAH staff members, who operated from 14 states and persevered despite the difficulties posed by the pandemic and social distancing. Like the rest of the country, our employees left the office in mid-March of 2020 and coordinated all of these successful efforts from their homes without the benefit of office resources or face-to-face coordination with their co-workers. All of our partners and supervisors are incredibly grateful for their brilliant service and success. 

And their hard work will continue throughout 2021 as we look forward to the post-COVID era and continue to partner with amazing organizations to address the most important causes facing our nation.

February Mini Spotlights

CCAH is full of superstar employees who are going above and beyond to make the world a better place. Whether they’ve worked here for 20 years or just one, every person has the opportunity to make real change. We decided we wanted to show off these go getters with our new mini spotlight series! Each month, we will be highlighting employees on our social media pages who are doing incredible things, both inside and outside the office; however, if you missed any posts, have no fear! Check out a recap of our mini spotlights for February below! In honor of Black History Month, we are excited to celebrate some of the coworkers we are lucky enough to have work with us at CCAH.

Quentin Patrick

To start off our #CCAHSpotlight Black History Month series, we are excited to feature the face of CCAH, Quentin Patrick. Quentin has been the Office Administrator at CCAH for over 20 years! When he is not caring for our staff, he is mentoring inner city youth, biking the national mall, and advocating for civil rights. His favorite memory at CCAH is creating holiday cards for the White House during the Obama Administration. We are beyond proud to work with this independent, reliable and committed coworker who goes above and beyond everyday to make CCAH feel like home.

Alana Ralph

We’re continuing with a creative superstar: Alana Ralph! Alana has been working at CCAH for 5 years as a Production Designer. In our art department, she is a design force. Her art has spanned from assisting with Nasty Woman buttons for Hillary Clinton’s campaign to designing t-shirts for stuffed animals going to pediatric patients. Getting to do work for causes that align with her beliefs isn’t all she does. Outside of the office, she is an incredible mom to her 3 year old daughter and the owner of an Etsy store where she creates invitations and stationary that are works of art. We are incredibly proud to work with such a dedicated, inspirational, creative coworker who brings our clients’ work to life.

Jessica Acheampong

And we’re closing out this mini spotlight series with a Direct Mail rock star: Jessica Acheampong! Jess has been working at CCAH for over a year as an Account Representative. When she is not helping her clients save the world one donor at a time, she loves watching Hamilton on Disney+ (she’s seen it more than 10 times!), celebrating her Ghanaian heritage with family, and spreading cheer wherever she goes—as her supervisor says, “Jess’ positivity and infectious smile can brighten even the dullest of days!” We are beyond proud to work with this exuberant, versatile, and passionate coworker and cannot wait to see what she does next at CCAH!

As the month comes to a close, we want to give a big thank you to these CCAH Superstars and February’s Mini Spotlights!

Reflections on Inauguration Day

The Inauguration of the 46th President of the United States and the historic swearing in of the first Black and Indian-American woman as Vice President is an extraordinary day that we will all remember for years to come. CCAH is closed so that our staff can celebrate this day, January 20, 2021. 

Many CCAHers volunteered for campaigns across the country – we texted, phone banked, wrote post cards and some even canvassed to see the historic victories of this last election cycle come to pass. But I also want to congratulate the many CCAH teams that worked around the clock for clients that helped bring home those wins. From our accounting team, to designers, to copy writers, to the data team, the text and mobile teams, acquisition list team, client services, and production – job well done.

This cycle, we broke records and made a difference in the outcomes of key races across the country as individuals and on behalf of our clients. CCAH teams helped make these things possible:

  • Sent 10.5 million pieces of voter mail to Georgia Democratic voters, resulting in the registration of at least 145,000 new voters

  • Saw the most successful November and December fundraising months ever for a Democratic Committee client, which directly helped fund expansion of their voter contact work

  • Worked with a racial justice client to talk to155,000 Black voters in Georgia to ensure they knew how to early vote, where to go, what to bring, and what to do if their rights were threatened

  • Sent hundreds of thousands of voter safety packages into communities of color in key states across the country containing masks, sanitizer and voter protection information on behalf of a client

  • Raised more than $104,000,000 for the Biden/Harris campaign

  • Produced and mailed over 10 million voter registration packets in several key states

While we take today to celebrate, we must not forget that the goal of elections is not just to elect new leaders, but to elect leaders who will create the change our country needs.

After today, we jump right back into the hard work of helping our clients fund their critical missions tackling some of today’s most pressing issues. Through the hard work of committed groups and with leadership in the White House, House, and Senate that reflects the fundamental goodness of the people of our nation, we will work to secure a livable planet for future generations, make our world a more humane place for animals, cure life-threatening diseases, and create a just and equitable society for people of all races and religions.

January 21, 2021 will mark the day that America starts on a new path, and CCAH is honored to have played a role in getting here. We look forward to working with our partners to achieve great things!

Seven Reasons to Love the Mail

At CCAH, it’s a given that we love mail. But, shockingly, we discovered that not everyone has an innate love of one of the key methods of direct response. In the new year, we decided to set the record straight so everyone goes into 2021 loving the mail as much as we do. Here are our top 7 reasons—though there are of course MANY others…

Screen Breaks!

For many people, more time at home these days has also meant more screen time, whether it’s watching Netflix®, holding meetings on Zoom, virtual happy hours, or being glued to a news feed. That’s left many people taking “screen breaks” when they can. Mail is a great way to get your message in front of your audience without keeping their eyes on a screen.

Reinforcement

As giving expands in the digital space, direct mail still affords an opportunity to reinforce your brand and your message, even if donors who receive your mail piece ultimately choose to make their gift online. Multichannel donors tend to be the best donors, and the mail offers another chance to connect with them.

Revenue & Retention

For many organizations, direct mail still pulls in the bulk of individual donor revenue with better retention and ROI than face-to-face or digitally acquired donors.

Prime Real Estate

There is more real estate in direct mail packages, offering greater opportunity to make your case for giving, show your donors their impact, and say thank you! Content-rich, mission-focused printed material like Annual Reports, Calendars, and Newsletters are valued by donors and don’t often translate as well to the digital space.

Reach Supporters Where They Are

More folks may be at home more often, but that doesn’t necessarily mean they have a laptop, mobile device, or internet access. Nearly everyone has access to the mail, however. So direct mail allows you to reach more supporters who either can’t give digitally or don’t feel comfortable doing so.

Timely and Relevant Communications

The mail provides an opportunity to show appreciation for donors in these turbulent times—with nonprofits sending branded facemasks, gloves, activity books, and other useful items in the mail. According to experts, the mail is not likely to spread COVID-19. And since bulk mail stamps are machine affixed, there’s even less reason to worry.

Staying Power

People will hold onto fundraising mail to donate at the end of the month when they write out checks to pay monthly bills. We see this in the “long legs” that many direct mail campaigns have. Email doesn’t have the same staying power—it’s easy to delete or scroll past, and folks aren’t likely to sort back through old emails to donate. The bulk of email donations are made within the first few hours, but direct mail sticks around, meaning it offers two points of connection: one when a donor first receives it, and again when they return their gift several days, weeks, or even months, later!

In the end, a direct mail program is entirely what you make of it! If you use industry best practices and find the best ways to reach out to your donors where they are, mail has the chance to make all the difference for your organization. For help kick starting your direct mail program or to revamp one you already have, reach out to work with us!

Thanks(for)giving

You take great pains to add a new donor to your file… And then what? It’s so important to make a donor feel welcomed and thanked! In addition to making them feel like a part of your organization, a thank-you can also serve as their tax receipt. And acknowledgement programs are not just good for donor relations, they can also benefit your organization!

Not only is it a best practice to send a follow-up thanking donors for their contributions, whether online or through the mail (or both!), sending a thank-you note also gives donors another opportunity to give. And it’s not too soon to ask—remember recency is the strongest indicator of likelihood of next action, in this case, to make another gift.

By reducing time to next gift, you’re able to upgrade donors into “multi-giver” status, grooming their giving habits before they become too solidified and tying them more closely to your organization and mission, and making them more likely to become long-term donors.

Acknowledgements also give you a great opportunity to create multichannel donors. Whether you’re including online gifts in your direct mail acknowledgments program (if you don’t already, start doing this!) or sending an email thank you to offline donors (food for thought: how often and quickly do you add emails and sync offline giving into your eCRM?), acknowledgements are an easy way to reach donors across platforms so they have multiple ways to interact with your organization. And, if they reply to an acknowledgment sent in a channel different from the channel in which they made their original gift, they have now raised their hand to receive communication through that medium as well.

It’s no surprise that multichannel donors are some of the best donors an organization can have, so it’s worthwhile to integrate acknowledgments and update your data infrastructure to allow it!

Now for some specifics:

  • To really cement a new donor’s relationship with your organization, try creating a welcome kit to acknowledge first time donors and ask for a second gift. These touchpoints, often direct mail packages, can include lots of information pertinent to new donors—brochures about programs and impact, an explanation of your monthly giving program, information about estate planning for future gifts, and even a member card! Welcome kits are a great way to show new donors that you appreciate their contribution to your organization. Welcome kits can be totally digital too—how are you sending your welcome to new donors over email? Organizations often send  a “kit” spread out over several emails, but you can also create a “supporter hub” landing page where new donors can find all that information in a single location.
  • Once donors are on your file, don’t be afraid to include an ask in your acknowledgments. Keep it soft, and make sure the focus of your copy is on saying thank you, but when given another opportunity—many donors will take you up on it and send an additional contribution!
  • No one has ever said, “stop thanking me so much”, so once you’ve made a basic program turnkey, test expanding your acknowledgments to include other channels like phone (think thank-a-thons, and prerecorded thank you messages from staff or your board) and SMS. Remember: peer-to-peer texting doesn’t require a previous opt-in, so you can text donors a short thank you and then ask them to opt-in for additional updates! (Though if you want to truly grow your SMS program, add an opt-in to your donation forms and reply devices to collect them upfront.)

Investing in an acknowledgement program is a necessity, not only for tax liability purposes and donor transparency, but also to constantly work toward building a better supporter experience and cultivating life-long relationships with your donors. Reach out to CCAH to work with us, and we’ll help you determine the best way to tell your donors Thanks(for)giving!

Brenna Holmes Selected for DMAW Board

We are very proud to announce our partner & SVP Brenna Holmes has been elected to the 2021-2022 DMAW Board of Directors. The Direct Marketing Association of Washington provides education, networking, and professional development programs to help foster a vibrant, growing, supportive, and informed direct response fundraising and marketing community.

At CCAH, Brenna became a partner this year, teaches in our “MBA” continuing education program for our staff members, and regularly speaks at conferences to help share what she’s learned with our larger direct response community.

In her eleven years here, she built our digital program from the ground up, and we know that with a position on the DMAW Board, she will bring the same energy and enthusiasm to helping shape the future of their educational programing.

Brenna is dedicated to bringing more multimedia, data savvy, and technical content to complement the already exceptional marketing and creative-based trainings that DMAW offers to its members. We could not be more proud and excited for Brenna in her newest endeavor in joining the DMAW Board, and we are excited to continue to have her expertise and dedication here at CCAH. Congratulations to Brenna Holmes!

We Changed Our Name!

On behalf of Jim Hussey and Lon Chapman, it is with excitement and pride that we announce that Jenny Allen has been made a name partner and moving forward our firm will be called Chapman Cubine Allen + Hussey!

Jenny has been an integral part of the growth and success of CCAH these past several years.  She has helped drive the diversification of our client base as well as the expansion of our digital, analytical, and database services.  Jenny is known as a creative powerhouse. 

Jenny is as passionate a person as you will find.  She is devoted to the missions of the organizations that CCAH represents, and her clients consider her a friend in addition to a trusted counselor.  Her ethics are unimpeachable, and her sense of humor and salty vernacular make working with her fun.  

She is a true leader at our company and has earned her place on the masthead.

Please join me and the rest of the CCAH family in celebrating our newest name partner, Jenny Allen.

Chapman Cubine Allen and Hussey