I’ve long been an advocate for fundraisers to be better partners with our database colleagues because they can make or break your success. And after decades of working closely with our data buddies, I can say that they often get frustrated with us because we send emails like this:

“Can you pull a list of major donors?”

That’s it. No timeline. No parameters. No context.

When data requests go off the rails, it’s usually not because anyone’s trying to be difficult. It’s because we’re talking past each other.

Fundraisers are focused on goals. Database folks are focused on parameters. You’re thinking: “I need a list of lapsed donors for a postcard.” They’re thinking: “Define lapsed. Which years? Which exclusions? What fields? What format?”

When those details don’t get nailed down up front, your request sits in the queue. Or it bounces back with more questions. Or worse – it gets filled, but it’s wrong, and now you’re scrambling.

That back-and-forth burns time and goodwill. And in fundraising, timing matters.

But – there’s no judgment here. Most fundraisers aren’t trained in how to “speak database.” You know what you need, you just might not know how to say it in a way your CRM or advancement services team can use.

That’s what this post is about. Whether you’re a frontline fundraiser, a VP, or a one-person shop trying to wear all the hats – if you rely on data to do your job (and you do), you need to know how to make a clean, effective request.

​I can help you there.

Taking five extra minutes to complete a thoughtful data request could save you five days of email ping-pong – or five weeks of waiting for a fix when something gets pulled incorrectly.

And if your project is time-sensitive? It could cost you five big gifts. Or more.

Maybe a solicitation gets delayed because someone forgot to specify an exclusion. An important donor gets left out of an event invite because the list was pulled in a rush. The details matter.

You don’t have to become a database expert. But you do need to learn how to frame your request clearly. That means giving enough context for your advancement services or CRM colleagues to:

• Understand the goal
• Identify the correct records
• Exclude the ones you don’t want
• Deliver it in a useful format
• Hit your timeline without a panic button

That’s why I created a Data Request Template, and it’s all at the end of this post. But before you copy and paste, let me walk you through the thinking behind it.

Here’s what should go into every data request you make:

Date Needed
Start with the date you want to review the file. If you have a final send date – like to a printer, email platform, or gift officer – include that too. Build in review time and ask for it at least a week ahead.

Purpose
Be specific. Are you mailing a solicitation? Sending a digital campaign? Calling for event follow-up? This helps determine the right segments and delivery method.

Overview
Write two or three sentences describing the project. This gives your colleague a mental model of what you're aiming to do and why it matters.

Prior Pull
Have you asked for a similar file before? If yes, when? If it went well, that helps them repeat the success. If it didn’t, they’ll know how to make adjustments.

Report Criteria
This is where you define who should be in the file. What makes someone eligible? Think about giving history, affiliation, geography, or whatever criteria match your goal. Think of this as a net you are throwing around the prospects you want to see.

Exclusions
Who should not be in this file? Don’t assume standard exclusions. Spell them out: Deceased, Do Not Contact, Current Students, Faculty/Staff, Current Year Donors – whatever applies. Be clear. Think of this as a boundary keeping records out that you don’t want to see.

Format
Excel, CSV, PDF? Match your needs. If you’re importing into an email platform or using it for a mail merge, say so.

Fields Needed
Don’t just say “name and address.” Think through what you actually need: email, phone number, last gift date, last gift amount, salutation lines, grad year, etc. The more precise you are, the fewer follow-ups you’ll have later.

For instance, when I request a file and I want to see giving information, I ask for the file to include: last gift date, last gift amount, last gift fund, greatest gift date, greatest gift amount, greatest gift fund, and sometimes first gift date, first gift amount, and first gift fund. Sometimes I also like to see total lifetime giving and total number of lifetime gifts too. That list is a far cry from “giving history.”

Notes
If you’re estimating 5,000 records, say so. If this is part of a campaign with other moving pieces, mention that too. Context helps your colleagues prioritize and prepare. If you already have a draft of the specific message, you can attach that. Data folks love having the whole vision.

Want to copy it straight into your next email? Here’s a quick version:
​
Date Needed:
Purpose:
Overview:
Prior Pull?:
Report Criteria:
Exclusions:
Format:
Fields:
Notes:

Clear requests build better relationships. When you send thoughtful, complete data requests, you become someone your CRM team can trust. And when they trust you, they’re faster. More responsive. More likely to go the extra mile when you’re in a crunch.

This isn’t about being perfect. It’s about being respectful of their time – and protecting your outcomes.

​So yes, it might take five extra minutes on the front end. But that could save you five days of delays or five missed opportunities.

And those gifts? They’re worth it.

Want smoother workflows and faster data pulls? Or just want a second set of eyes on your advancement strategy? Let’s connect.

Cheers!

P.S. Like this kind of insight?
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Pop Quiz:

A beloved faculty member retires, and your department wants to honor them with a named scholarship.

Should you:
a) Hit up that top donor at the tailgate
b) Meet with Advancement and make a plan
c) Launch a GoFundMe and post it to the department's social media

If you picked B, congratulations – you’ve passed. If you're scratching your head, you're not alone. (And yes, every one of those quiz options I have witnessed personally.)

Far too often, faculty are either sprinting ahead trying to do it all themselves or sitting it out because the maze of advancement feels too intimidating. Neither of these extreme approaches do justice to your students, your honorees, or your own standing as a leader on campus.

Here’s the thing: most faculty don’t go into academia thinking they’ll ever be responsible for raising money. Then one day, they step into a department chair role and suddenly, fundraising is on the job description – but no one handed them a manual. It’s a lot to take on, especially when you’re already juggling budgets, personnel, and curriculum.

Though I’m an Advancement professional, I’ve worked directly with faculty on fundraising since the 20th century – and I’ve seen plenty of ways fundraising efforts can go sideways. These are the things that work to make you the Advancement team’s favorite faculty collaborator.

When you know who to call and how to work together, you not only raise more money, you build momentum, respect, and resources. Let’s talk about how to work effectively across campus.

Most of the folks in Development departments actually aren’t major gift officers who play golf all day. In reality, it’s the researchers, database managers, gift processors, accountants, and annual giving folks who are the real MVPs and can be your best resource as a department chair.

Development offices thrive when faculty help connect academic work to donor dreams. They’re looking for faculty who can paint a clear picture of how gifts support teaching, research, and student success.

Want to get off on the right foot? Here are three things you can do:

1. Meet with the donor research officer and ask for a list of the top 10 donors (or potential donors) to your area. Write all 10 a nice note with an update on the department.
2. Meet with the annual giving director about ways you can partner. Come prepared with a list of points of pride about your department, faculty, students, and research.
3. Anytime you send communication or meet with an alum or donor, find out how to relay that back to be added to the database. Most shops have a web form or a dedicated email address for this purpose.

Your former students aren’t just Facebook friends. They're potential mentors, donors, and champions for your department. The Alumni Association wants your help making those connections stick.
​
Want to build better relationships with alumni staff and support your grads? Here are three ways to start:

1. Be a database darling! If you find out that someone has a new email or got divorced and they are a graduate, relay that information to be updated in the alumni database. There's always a disconnect if the faculty member is emailing them but then they don't get an email inviting them to homecoming from the institution.
2. If you find out about an alum receiving a big honor or award, relay that to the editor of the alumni magazine. The alum will feel honored and the alumni staff will love you.
3. Meet with the staffer planning homecoming and ask how your department can help get more of your grads there. Perhaps offer to host a tent for the tailgate.

Yes, it can get political. Departments can get territorial. Your college or university will have its own fundraising priorities which may not match yours. Donors get pulled in ten directions – and when everyone goes rogue with fundraising, everybody loses.

Instead of guarding your turf, try building bridges. Focus on what the donor wants and how multiple units might work together. A shared proposal doesn’t dilute your message – it strengthens it. It shows you’re working as a team, which donors love.

Collaboration isn’t just a buzzword. It’s a strategy. And when faculty, development, and alumni relations team up, the results are bigger, better, and more sustainable. Truly, everyone working together advances the institution.
​
So, the next time someone announces their intention to retire and you want to honor them with a scholarship, don’t wing it or walk away. Partner up. Think long-term. Be the faculty leader who understands how things get done – and gets them done with heart and strategy.

If this post hit home, I’ve got something that’ll really help: a free 35-minute webinar called Building Fundraising Confidence for Department Chairs. It’s practical, empowering, and designed to help you stop second-guessing and start asking with clarity.

​You’ll get access immediately—and it’ll subscribe you to my newsletter where I share more strategies, stories, and insights for academic leaders who are learning how to fundraise without losing their minds.

Cheers!

​PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

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​One of the most important alliances at a nonprofit organization is between the fundraising staff and the marketing/communications staff. Making sure that the message about the funds needed and how those funds connect to mission is a crucial element of success.

Despite the importance of cooperation, it can be frustrating for fundraisers to work with public relations officers who don't have much experience with advancement work. The communication folks may find messaging about fundraising to be crass or pushy. Consequently, they might not want to give development the appropriate amount of space in the marketing channels.

Here a few tips I've used to improve the working relationship between development and marketing/communication colleagues:

EDUCATION

Educate them on what it takes to do your job! Let them know what your goals are and let them know how many messages and how many different channels you need to be participating in order to reach those goals. Show them statistics and analytics. Help make your goals into their goals.

HELP THEM HELP YOU

Make it as easy for them as possible to assist you. That means drafting a lot of your own messaging whenever possible, selecting your own images and putting all of that together into a comprehensive plan. Whether the plan is for social media or email or even your direct mail, if they assist you in managing any processes, be very clear about dates, times, and details.  Having your plan together will help get them on board.

SET THE TONE FOR TEAMWORK

Like any important colleagues, acknowledge what it is that bring that they bring to the table that is unique. Make them understand that you're on the same team. As fundraisers, we strive to be donor-centric and therefore we are advocates for our constituents. Assure them you don't want to over-message to your constituents either. You're both playing on the same team and the goal of that team is to bring in the resources necessary for the organization to complete its important mission.

BE FIRM ABOUT THE CALL TO ACTION

Being a team player doesn't mean being a pushover. You understand the best way to motivate your prospects to give. Don't let your calls to action get buried in more general promotional materials. Insist upon clarity in this portion of your communication and you will see success. Similarly, be firm about deadlines. More general marketing materials aren't as time-bound as annual giving. It's called annual for a reason. You only have one year to get it done.

FOCUS ON STORYTELLING

Play to the strengths of your communications colleagues by asking for their assistance with storytelling. Framing a moving and emotional narrative will only make your fundraising materials stronger. This is a skill that should come very naturally to your communications allies. Tap their creativity in this area and not only will your messages improve but your colleagues will feel like an integral part of the team.

I've worked at institutions where the dynamic between these two departments was less-that-optimal and it hampered fundraising productivity. I've also worked at institutions where there was a team atmosphere and mutual understand of goals. Everything is much easier when you focus on relationships first and foster learning and communication surrounding goals.

How does the development team work with the communication staff at your institution? Do the two groups function as partners or as a client-service relationship? Comments and questions are, as always, welcomed and encouraged!

Cheers, 

Jessica Cloud  

PS - If you liked this post, you might also like these: 

• People Give Because They Are Asked
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• Crisis Communication 

PPS - If you found this article helpful, please comment and let me know. Also subscribe to Real Deal Fundraising so you don't miss a post! You'll get my  guide to Call Center Games for Free!

When I was in high school I went to a leadership conference and the organizers had each attendee take the Myers-Briggs Personality Test. (If you aren't familiar with this personality assessment, check out 16personalities.com. I found their analysis to be spot on and helpful as well.) I’m always the same type: ENTJ, the Field Marshall. It’s a relatively rare type and I had never met anyone else that was also an ENTJ.

On the last day of the conference, the organizers did something fiendish. They split the group of about 200 student leaders up into smaller groups by personality type. We were given a project to accomplish with those who were our same type.

There were only 2 other ENTJs. I immediately loathed both of these people. We all were supremely confident that we had the answers to lead the group to victory and we were all quite vocal about it. I began to wish that I had never met another ENTJ. Was I this terrible to be around? Our group made no progress on the project because we could not stop arguing.

After a certain amount of time, these conference organizers gave us all new groups. We were matched with a diverse group representing many different Myers-Briggs types. What a relief! The other groups had struggled too, in different ways. Certain groups couldn’t finish because they just socialized and never got on task. Still other groups over-deliberated. Some never had a leader step forward at all.

Each person in our new group had a natural role. I assumed the executive role and others helped the group cooperate and still others made sure we took all details into account. Compared to my ENTJ group, this was project bliss.

What I learned from this experience was that there is truly strength in difference. Hiring others who are just like you is not a winning strategy. Also, work is more fun if everyone is a little bit different. Quirks emerge when folks are not all the same. Not to mention that it leads to more productivity when skill sets complement each other rather than clash.

So, next time you take one of those personality quizzes on Facebook, think about the results those around you might get too and how that helps you succeed together. Consider this too in your choice of mentor and in your hiring decisions. If you are a big picture “N” (Intuitive), it might be worthwhile to have a “S” (Sensing) perspective in your office to balance your tendencies. You might be so idea driven, you miss critical details that would affect implementation. As a manager, if you are a “TJ” combination (Thinking-Judging), you’ll tend to make snap decisions based on rationality and you’ll often alienate those who are make slower decisions based on feelings. It’s a good idea to consult someone who approached problems differently, especially if your decision will affect many other people.

Learning more about yourself is fun and, like a horoscope, it’s entertaining to see how your profile "matches" you. But, I would challenge you to use these types to learn more about those around you for better understanding and perspective.