# Duplicate data still costs charities money, says Experian

- Link: https://fundraising.co.uk/2008/12/15/duplicate-data-still-costs-charities-money-says-experian/
- Published: 2008-12-15T16:11:32+00:00
- Author: Howard Lake

Businesses including charities are still wasting money by sending duplicate mailings
to supporters and donors, according to a new report from Experian®, the global information
services company.

The report titled ‘Making sense of a crowded nation’, includes guidance for organisations
on how to optimise their contact data management strategies.

Research commissioned for the report reveals that 85% of businesses across the UK’s
main industry sectors – from financial services, retail and FMCG companies, through
to charities – neglect to remove duplicate names and addresses from their mailing
campaigns every month.

## Advertisement

The survey is based on responses from 150 businesses across the UK’s major industry
sectors.

None of the charities questioned believe their databases storing donors’ names and
addresses were 100 per cent accurate, and only 10% thought that their current processes
for removing duplicates were ‘highly effective’.

Only 3% cent of charities surveyed undertake or outsource de-duplication exercises
every month, compared to 31% of financial services organisations and 10% of those
in the FMCG/retail sector.

The scale of the potential problem of duplicate data is indicated by the fact that,
according to the survey, 40% of charities send bulk communications more than once
a month and 53% estimate that over 50,000 contacts are included in each mailing.

Perhaps surprisingly, 59% of charities surveyed said that environmental impact is
not a priority in their decision making around campaigns.

Stuart Johnston, UK Managing Director of Experian QAS, comments: “One in four UK
businesses still rely on manual de-duplication, which is a shocking statistic. Aside
from the tough economic climate businesses are operating in, repeatedly mailing 
a customer with the same offer sends out a poor message about the company’s brand
and its concerns about the environment.”

He added: “Customer management is critical in today’s climate and it starts with
having accurate and up to date data. Our research serves as a real wake-up call 
to businesses and it is critical that they take advantage of technology to identify,
remove and prevent duplicates on their databases.

www.qas.co.uk

 * **[Princess Alice Hospice chooses Maxa Solutions' system for shops](https://fundraising.co.uk/2009/01/16/princess-alice-hospice-chooses-maxa-solutions039-system-shops/)**(
   16 January 2009)
 * **[Battersea Dogs & Cats Home chooses Blackbaud](https://fundraising.co.uk/2009/02/24/battersea-dogs-amp-cats-home-chooses-blackbaud/)**(
   24 February 2009)
 * **[Back-channel communications or bad manners?](https://fundraising.co.uk/2009/02/24/backchannel-communications-or-bad-manners/)**(
   24 February 2009)