University of Maryland

Department of Communications
COMM 386: Experiential Learning Spring 2016

Katherine McGinnity
January 29, 2016

Point Paper Getting To Know The Database

Subject: My task this week delivered an understanding that database marketing is extremely important
towards not only non-profit organizations but for profit organizations as well. Without database
marketing, it is hard to reach large numbers of clients.
Background: Ignatian Volunteer Corps uses a fundraising database that keeps a record of all of its
donors, volunteers, and contacts. This is used for records of gifts (donations), as well as service records. It
contains information about each client such as names, addresses, email addresses and codes. It is also
used as a means of communicating to all of those within the database about the company and is a useful
tool in marketing. This is how they send out any sort of mailings or electronic mail that further helps
spread the news about IVC. IVC is a nonprofit so it relies heavily on donations, in order to receive
donations, the word about the company must be spread around.
Discussion: I spent the day learning the database and all of its functions and practiced using each
function. I was to get familiar with the database because it would be my project for the next up and
coming weeks.
Within the database, there are several pages or icons that allow me to enter in information. These icons
include:
The Master list- this is a list of all the organizations as well as individuals within IVCs database.
This includes donors, volunteers, and contacts.
Name Details this icon allows me to see all of the information about a specific name that has
been highlighted within the database. Wtihin the name details are several more icons. These icons
include:
o Name forms this includes the first and last name of the contact, the suffix, gender, title,
and allows you to input a formal and informal name for the contact.
o Addresses this holds the current and most accurate address for the contact.
o Phones this allows you to put in the system a home, work, cell, fax, and any other
important phone numbers IVC could potentially need.
o Email Addresses this is pretty straight forward, it holds the contacts email addresses.
o Alternative Addresses this icon is for any addresses that might be alternate (e.g.
vacation homes, separate homes, etc.) or if the contact has moved, we clone (copy) the
previous address and it will show up in this icon. That way we have a record of all
possible addresses
Notes this section is to keep a record of any changes that might take place within a contacts
file. For example, since the clientele is for those above the age of 50, often times there is a
diseased member and we would no longer like to send mailings. We would mark them as diseased
under the preferences tab and then make a note of this within this section.
Gifts this tab allows us to keep a record of any donations the contact might have given to IVC.
This is important for sending out thank you letters to the clients.
Codes this is how we file each client based upon their title as well as their district. Their title
can included volunteer, regional council member, spiritual reflector ,etc.)
Preferences this is where we take note of whether or not the contact should be marked as
inactive, excluded from general mailings, or diseased.

Recommendations: It would be best to create a chronological system when entering in new contacts or
creating existing contacts. There are a lot of sections to check and this would help to ensure that each one
is completed.