Fundraising & Marketing for Non-Profits: Databases

Having a DATABASE is the most important element in FUNDRAISING for a non-profit organisation.

Created byAnnelise de Jager

Last updated 4/2025

English

What you'll learn

This program will convince you that a database is the most crucial element in any fundraising strategy.
You will learn how to start, grow and maintain your database and brush up on your MS Excel skills.
With your new database in place, you will learn how to use it in automated email programs (CRM platforms)
You will receive a lot of practical ideas on how to set up a database on a mobile phone.
Learn what to communicate to your computer and mobile phone database with content that stands out from the crowd.

Course content

5 sections • 25 lectures • 4h 51m total length

Introduction to Annelise de Jager4:56
What is this training course all about and why do I need it?2:30
Learn why a database is the foundation of fundraising and marketing for non-profits, and how to build, grow, and use a practical database to boost impact.

Where does a database fit into your fundraising & marketing strategy?15:55
With a proper database, you are guaranteed to have more volunteers and service providers – more holiday parents, board members, donors . . . the list goes on!
This session will explain why a database is considered to be the foundation of fundraising. You will also learn where a database fits into your fundraising & marketing strategy.
Who should be added to your database?22:35
In this video, you will learn why a database is crucial, and who should be included in it for you to have maximum benefit for your non-profit organisation.
Where to find people to add to your database.16:17
Watching this video will help you understand why you need to have a BIG database. Bigger is Better!
I will share with you some practical ideas on how to grow your database, and guide you on where to get the details of people who can become future supporters.
How to start a database if you have never done it before.15:58
Do not worry if you have never worked with a database before. In this lecture, you will learn how to start a database on a computer, and the best program to use when doing so.
How to set up a database on a mobile phone.19:27
As most people use their mobile phones more than their desktop computers, it is also essential to communicate with your audience via mobile phone.
This training program will guide you on how to correctly set up a database on your mobile phone. You will also learn how to segment your phone database, and how to use WhatsApp as a tool to communicate with your online audience.
8 tools to become confident and skilled when using MS Excel for your database.21:05
In this video, I show you 8 helpful features that you need to know about when working in Excel. Watching this will help you to build confidence and skills when working on your database using MS Excel.
For your convenience and easy access, the eight videos in this section are all available to download in the last section of this training course.

How to NOT send emails.18:30
Learn how to ensure that people open the emails you send them, and what to avoid in your mass communication. You will also learn how to do a mail merge using only MS Word, Excel & Outlook.
Communicate with your contacts using MS Word, Excel and Mail Merge Toolkit.19:45
In this video you will learn how to do a Mail Merge using Word, Excel and Outlook plus a wonderful tool called "Mail Merge Toolkit".
The most important thing when using a database: Segmentation!12:23
It is vital to only communicate information which is relevant to a specific audience. This lecture will teach you how to divide your contacts into different groups to streamline communication with each group.
Various options in using an automated email program (CRM platform)16:51
There are many products on the market. This lecture will show you what to look out for when choosing a mass email communication platform.
How to practically use an automated email program.11:25
Using an automated email program is not complicated, and this lecture will cover a few basic things for you to understand when using this valuable database tool.

Focus on the benefits, not the features of your organisation.19:26
In this lecture, you will learn why people give, and what you should communicate to the people on your database to ensure giving.
How do you want the world to see your non-profit organisation?16:11
There are 6 hidden agendas (messages) when communicating to a non-profit audience. Learn what they are and how you can include them in your communication strategy.
Make your content stand out14:47
Learn how to entice people to open and read your emails.
How and what to communicate with your mobile phone database.28:59
This lecture will give you a lot of practical ideas about how and what to communicate to your Mobile Phone Database.

How to use FIND in your Excel database2:09
How to use FILTER in your Excel database2:50
Use filters in Excel by clicking data and the wine glass icon to add arrows beside headers and show only relevant records by sorting or filtering by color.
How to use FREEZE in your Excel database0:59
How to use HIDE COLUMNS in your Excel database0:56
How to use REMOVE DUPLICATES in your Excel database1:35
How to SORT INFORMATION in your Excel database0:53
How to SPLIT names and surnames in your Excel database3:08
How to ADD NAMES to all cells in your Excel database1:39
Fill every cell in your Excel database's names column with content. Use the filter to show blanks, then select blanks and add a generic, capitalized placeholder that fits your organization.

Requirements

You do not need any previous experience with regards to databases, but you need to be computer literate to get maximum benefit from this training course.
This program is suitable for people creating a computer and phone database for the first time, as well people who would like to take their existing databases to a new level of effectiveness.

Description

No organisation or business can survive without a proper database - it is the lifeblood of your organisation! This is as true for a non-profit organisation as it is for a big corporate company. Databases are the secret to your fundraising success. Show me ANY financially sustainable non-profit organisation and I can guarantee you that they have an updated, organised, segmented database.

On the other hand, show me a charity organisation constantly battling to keep their doors open, and I can guarantee you that it either does NOT have a database, or it’s too small to have any impact.

In Part 1 of this program, I will talk about Why we need a database, who needs to be included and where to find people to include in your contacts. I will also talk about setting up your database on a computer as well as a mobile phone.

Part 2 of the program will be all about USING your databases. We will get a bit technical there, as I will look at how to do a mail merge and how to set up and use an automated email system. At this point, you cannot work only in Excel anymore.

Part 3 of the program is equally important as we will focus on COMMUNICATING to your databases. What will you say? How will you say it, and what is the most crucial thing to remember when communicating to your supporters?

This program focuses on using a database in the Fundraising and Marketing strategy of a non-profit organisation specifically. I will show you that a database is your most powerful tool. You will learn how to personalise your mass emails and monthly newsletter by merging your database with MS Outlook. We will also look into the details of using an automated email system. To help you, even more, there are 8 short videos to ensure you brush up on your MS Excel skills!

You will gain confidence and skills to use a database effectively to enhance your Fundraising and Marketing strategy.

The training is practical and explained so that you can apply it TODAY!

Who this course is for:

If you wish to be more successful in fundraising for a non-profit organisation, this course is a must for you!
The training will benefit people starting out in this sector, as well as experienced fundraisers.

Fundraising & Marketing for Non-Profits: Databases

What you'll learn

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Course content

Introduction2 lectures • 7min

How to BUILD a computer and mobile phone database.6 lectures • 1hr 51min

How to USE your database to build a relationship with your supporters.5 lectures • 1hr 19min

Ensure GOOD CONTENT when communicating to your computer and phone database.4 lectures • 1hr 19min

Become confident and skilled in using MS Excel.8 lectures • 14min

Requirements

Description

Who this course is for: