by azadi sheridan
Part 2 of the “Tidy, Sweep, Polish” Data Cleaning Trilogy
In Part 1 of this blog series, we looked at how to Tidy your CRM: define what “good data” means for your school or university, set clear entry standards, and map out your retention policies. Now it’s time to roll up our sleeves.
Because even the tidiest CRM has a dirty secret: mess still hides in plain sight.
This post is all about the Sweep—the second phase of our data cleaning trilogy. It’s time to hunt down those rogue records, duplicate entries, and half-finished data points that make your CRM feel more haunted house than helpful tool.
Why the Sweep Matters
It’s easy to forget how small inconsistencies in your database can cause major headaches:
A mail merge fails because one record lacks a salutation.
A major donor gets two invitations to the same gala.
An old event attendance never got logged, leaving gaps in stewardship.
Sweeping your data is about more than cleanup. It’s about restoring trust in your systems—so your team can focus on people, not patchwork.
Step 1: Incomplete Records—The Hidden Time Thieves
Imagine prepping a campaign only to find dozens (or hundreds) of records missing key fields.
Here’s what to look for:
Titles and Names: Are prefixes missing? Are names shortened or inconsistent?
Example: “Jo” vs. “Joanna” could split one alum into two segments.
Incomplete Addresses: No postcode? Missing line 3? That’s a mailing fail waiting to happen.
Salutations Gone Wild: Standardise! If you once used “Dear Dr. & Mrs.” and now use “Dear First Name,” it’s time to align.
Event Fields: Are participant logs, guests, or donation links attached to all events? Or just some?
A structured sweep helps restore consistency—and improves how people feel when they receive your communications.
Step 2: Duplicates—Double Trouble, Especially for Parents
Not all duplicates are created equal. Some are just annoying. Others are deeply problematic.
Here’s a risk-based approach:
The worst offenders? Parents with multiple children across years: each with a separate entry, email, or address. One wrong merge and you could lose years of giving history or relationship links.
🟦 Tip: If your CRM allows for relationships or household grouping, use it. One parent. One record. Many connections.
Step 3: The Excel Power Move
Even if you’re using a powerful CRM, sometimes a good spreadsheet is your best friend. Excel's Power Query tool is a lifesaver when it comes to identifying duplicates at scale.
How it works:
Concatenate key fields (e.g. First Name + Last Name + DOB) into a single column.
Use Power Query to identify duplicate rows.
Review and flag manually—or export for CRM merge rules.
🎥 Watch this YouTube walkthrough for a quick demo of using Power Query.
🟩 Pro Tip: Don’t just delete duplicates. Review them. What caused the duplication? A webform? Manual entry? Solve that too.
Step 4: Address Hygiene
Let’s talk location, location, location.
3 address lines is the gold standard—not 2, not 4. The Royal Mail systems support three address lines (as well as Company Name), and setting a standard allows all systems to be aligned.
Exclude vanity records: Not every contact needs to run through your usual address-checking protocols. High-profile donors, board members, honorary fellows, and public figures may intentionally use unique addresses—or prefer to remain unlisted entirely.
Delete or archive outdated addresses: Holding on to a P.O. box from 1998? Let it go.
Also, question the need for keeping:
Fax numbers (if they still exist at all)
Previous email addresses
Old student residence addresses
The cleaner your addresses, the better your appeal performance and bounce rates.
Step 5: Build Your Sweep Checklist
Here’s a handy list to help guide your summer CRM sweep:
✅ Search for missing titles, salutations, and names
✅ Identify and resolve incomplete addresses
✅ Review and consolidate duplicate records, especially for parents and households
✅ Clean up historical contact info (emails, phone numbers, fax lines)
✅ Audit events and ensure donation/event attendance are properly linked
✅ Test Power Query on a sample extract for duplicate review
✅ Create exception flags for address logic (e.g. exclude major donors)
Coming Up Next: Polish It ‘Til It Shines
Once you’ve swept up the debris, it’s time to Polish—the final blog in our trilogy. We’ll explore how to enhance your newly cleaned data, integrate third-party information, and make your CRM truly work for you.
Because good data isn’t just clean. It’s strategic.
🎯Downloads
Keep your momentum going:
Download our two free desktop wallpapers—visual reminders to keep your CRM clean, current, and cared for. Or if you need expert support, contact us to find out how Productle can help.
Desktop wallpaper - Do you need the data?
Desktop wallpaper - Tidy data sparks joyful giving
Next up in the final installment:
✨ Polish: Make Your Data Sparkle (and Work for You)
Coming soon!
