Exploring the Endless Possibilities of Merge/Purge

The big takeaway was that merge/purge has a new face and a new place in the fundraising world.

"In the past, merge/purge was about finding the duplicates. Now it's about finding the donors," said Martina White, senior analyst at A.B. Data. "It can help you identify the people that will be more likely to become a donor and stay a donor with modeling. "