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Data governance in the world of constituent relationship management
Journal of Education Advancement & Marketing,
6
(1),
57-72
(2021)
Abstract
Constituent relationship management (CoRM) systems are increasingly being adopted in higher education to manage the constituent experience and ultimately grow revenue and support. As institutions move from transaction-based enterprise resource planning (ERP) systems to constituent-based relationship management systems, there is a need for a uniform understanding of the data in a shared information environment. This, coupled with the growth of analytics and data-informed decision-making, requires a structured programme to effectively manage information and its consistent use throughout the institution. Data governance provides the discipline to nurture a common understanding of the data, its consumption and protection as an organisational asset. This paper defines basic CoRM concepts, their benefits to advancement departments and more broadly across higher education institutions. Data governance is explained, in the context of individual constituents and the more complex corporate partnerships. Essential data governance tools and concepts, such as the data dictionary and master data management, are covered, including examples. Ways in which the benefits of data governance can be measured and quantified, especially when justifying a new effort, are explained. While the focus is on higher education and advancement, these concepts can be applied more broadly to any organisation.
Keywords: data governance; data quality; CoRM; advancement; MDM; master data management; engagement; corporate
The full article is available to subscribers to the journal.
Author's Biography
Therese Callaghan is a seasoned advancement professional with over 20 years of experience. She is currently the Associate Vice President, Information Technology, Analytics and Gift Processing for Rutgers University Foundation. Terry has extensive experience consulting on advancement services with a wide range of institutions and is a frequent speaker at industry conferences and webinars. Her prior experience includes leading data quality efforts at a Fortune 100 investment company. Terry is an active member of the Rutgers University CIO Leadership Council and the Scarlet Journey Steering Committee for the university-wide Salesforce CoRM implementation. She is a member of the Advancement Advisory Council for Salesforce Corporation and serves as an officer and Director of Strategic Partnerships on the Association of Advancement Services Professionals (aasp) Executive Board. Terry has held many advancement community leadership roles such as User Group Chair, Ellucian Advancement; Advancement Services Leaders Faculty, Council for the Advancement and Support of Education (CASE); and aasp Best Practices Chair — Information Technology and Records Management. Terry holds the Certified Information Management Professional (CIMP) — Data Governance designation from eLearning Curve. She is a graduate, cum laudae, from Bryn Mawr College, where she serves on the Alumnae Association Executive Board. Terry also holds a mini-MBA in Digital Marketing from Rutgers University and is a graduate of the MOR Executive Leadership Program.
