How to Clean Up Your Donor Database Without Losing What Matters

🧩 The problem

Many nonprofits are storing donor data that’s no longer useful—bounced emails, duplicate contacts, or folks who haven’t given in years. It’s not just digital clutter; it actively blocks teams from seeing who’s truly engaged and who’s not.

💸 Why it’s worth solving

One nonprofit was using an industry-leading CRM, but the data had become so outdated it was hurting fundraising efforts. With over twice as many donor records as newsletter subscribers, the team didn’t know who to prioritize—or trust. Cleaning up the list helped them shift from chasing old names to nurturing real community investment.

🛠️ How we made it better

I worked side-by-side with their Executive Director to define clear deletion criteria—last gift date, newsletter status, and more. Over 50% of contacts were removed. What remained was a lean, focused list of known supporters that aligned with their actual outreach efforts. The result? Smarter campaigns, less guessing, and more meaningful asks.