Data can be a blessing and a curse. It’s usually the former, allowing your association to make data-driven decisions that raise revenue and boost membership. If you have poor data hygiene, however, forget it.

You know the old phrase, “I know it when I see it?” Well, the same goes for bad data. But you knew that. The hard part? Convincing yourself or your staff to stare at endless lines of data for hours on end to maximize opportunities to engage or fundraise with your member base.

Let’s admit it: No one likes data cleanup

It’s true. Practicing data hygiene is boring. Try not to fall asleep as you read this blog post.

We know it’s lost time you’ll never fully get back. Instead, focus on the fact that your centralized database is one of the most powerful tools your association has in its toolbox.

So before your data grows out of control, embrace the boring. Spend some focused time cleaning your database today to better engage with members tomorrow.

Know why you’re practicing good data hygiene

Let’s take a step back. Before understanding how to maintain proper data hygiene, why should an association like yours spend staff time on it today?

First, don’t take it from just us. Here’s what Nonprofit Quarterly says about data cleansing.

Are you reading this and haven’t cleansed your member database in five years? Boy, are you in for a treat.

But seriously, here’s how data hygiene can help your association.

1. Maintain an accurate prospect list
2. Make smarter decisions with accurate data
3. Increase member outreach
4. Generate more donations and improve fundraising
5. Deliver targeted content to members

Avoid the embarrassing

We’ve all been here… A staffer listed a member’s gender in your membership database next to their first name.

Well, bless “Leslie (Male)’s” heart for refusing to unsubscribe from your email list after all these years of “personalized” messages.

Take the time to make sure member and prospect names are listed accurately. You’ll avoid making embarrassing mistakes in the long run.

Make smarter decisions

Think your database might be stacked with old email contacts? You’re probably right.

If your email campaigns are failing to generate the engagement you expected, we may have found the culprit. By cleaning your data, you’ll get a better sense of campaign success. Plus, improved click rates and fewer email bounces.

And, on the right platform, data hygiene is a breeze.

• Find duplicate data, then determine whether to keep it or delete it
• Merge records to deactivate duplicates
• Use bulk record deletion
• Think there might be a duplicate before adding a new record? Conduct a global search to find out

Conclusion: Get the team on board

Confident your database is as up-to-date as possible? Make sure your staff climbs aboard the data hygiene train.

Be certain staff is taking all preventative measures to stop problems from re-occurring. Otherwise, you efforts will be for naught.

Looking to learn more about leveraging your membership database to improve member outreach? Request a demo to see our Alliance by Protech association management software in action.