Cleaning up Your Donor Database Disaster
Michelle Eisenberg, Consultant
April 2010
You’ve put off that data cleanup long enough – but how do you start? Ideally, your work should fall into two categories: 1) changes that make the database easier to wade through and use and 2) updates that ensure the quality of your information. Here are some suggestions for priority tasks to get your donor database back into shape:
- Confirm Addresses. To mail at nonprofit rates, the USPS requires that your database has been run through the National Change of Address database (NCOA) within the last 90 days. So, this isn’t just good for your database, it’s good for your mailing costs as well.
- Dedupe and Deactivate Constituents. To make the rest of your work easier, start by eliminating or merging duplicate constituent records. Pay special attention to corporations that may have merged, and tag gifts from the predecessor company in the combined giving history. Deactivate (but don’t delete) people who have not given in the past 10 or 15 years.
- Consolidate Codes. Priorities within this task should be: cleaning up constituency codes so you know who’s who; streamlining biographical or contact information tables (title, school attended, etc.); and combining attributes.
- Follow the Money. It is critically important to have giving histories on your constituents – including, where possible, any designated purpose for a gift. Sometimes, merged databases contain many appeal codes that are difficult to match up. Decide what is most important for future analysis and attempt to match appeal names, funds, etc. – starting with the most recent year and working backward.
- Make Them Merge-ready. Unreliable or inconsistent addressee names and salutations are a major source of frustration. Ditto for organization contacts. Unless time is invested in fixing these in the database, staff will need to fix them – again and again – as each mailing is pulled.
- ID Your VIPs. Many nonprofits keep a “ VIP List” that includes leaders of partner organizations, public officials, top donors and prospects, and other individuals who should always receive key communications. This list needs constant updating; enlist your CEO’s office or PR staff for assistance.
To execute the cleanup work, start by contacting your software vendor – they may have documented protocols or be able to offer customized support for your cleanup. Then:
- Make an action plan that lists the tasks in a logical and prioritized manner, estimate time needed to complete the tasks and assign staff or outside resources to do the work.
- Write a brief set of instructions for each task so the cleanup guidelines are crystal clear – this will also serve as documentation that will be helpful going forward.
- After the cleanup is complete, document data entry standards and share them with all new staff in order to minimize the need for future data cleanups.
Take a deep breath and dive in – the results will be worth the effort!
Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.
