22NTC Session: IT
More Data, Not More Problems: New Approaches to Data Hygiene
Submitted by: Jennie Corman | Jackson River, LLC


The more data your nonprofit generates, the more likely you are to have duplicate, incorrect, inconsistent and incomplete data. Poor data hygiene reduces deliverability, wastes postage on duplicate or incorrect addresses, decreases donations, and delivers faulty personalization that diminishes donor experience.

In conjunction with Jackson River, OpenDoors USA and American Jewish World Service have developed unique data hygiene and management processes that extend beyond deduplication and address standardization to improve donor experience and eliminate costly data errors. Their solutions leverage data collection and matching integration options with Salesforce to support a range of tangible benefits including bidirectional synchronization of donor records between the CRM and the fundraising solution; automating complex householding; and creating distinct data structures and flows for different regions and different kinds of gifts.

In this session, we’ll discuss each organization’s data management pain points and model the decision-making, planning and implementation of their innovative solutions.

Session Type

60 minute session

Learning Outcomes

  • Understand new data hygiene models that help eliminate errors and improve overall campaign performance
  • Evaluate current data management processes to identify gaps and opportunities
  • Develop a data integrity strategy that yields benefits throughout the organization

Target Audience

Database management, IT and fundraising staff at organizations with large and/or diverse data sets from different sources




Jennie Corman

VP, Operations & Technology Initiatives

Jackson River

Jennie has been with Jackson River since 2012, working directly with our clients, product team, and leadership to help power non-profit’s fundraising and online engagement via our Springboard platform. Prior to joining Jackson River, Jennie managed online technology at the ACLU, including implementing Springboard as its online engagement platform. Jennie’s background also includes serving as a technical project manager at Expedia, working with their European points of sale, and as a computer scientist at General Electric’s Global Research Center.

Jesse Teasley

Sr Director of IT/IS

Open Doors USA

Open Doors is a non-denominational mission supporting persecuted Christians in the world. They work with local partners to distribute Bibles and Christian literature, give discipleship training and provide practical support, such as emergency relief aid. We are passionate at being able to leverage technology to support our mission. In the last years we have been able to drastically improve our marketing and communication efforts by leveraging Salesforce and Data Science.

Tony Magill

Sr Mgr Business Systems

Open Doors USA

Tony Magill has a diverse IT background that includes programming, software development management, business analysis, project management and database development for both nonprofit and for-profit organizations. His experience with complex business system integrations aided Open Door’s successful migration from Raiser’s Edge to Salesforce. Tony has a BA in Computer Science as well as an MBA from the University of California, Irvine. Tony’s reputation for resolving complex technical issues that has earned him the unofficial title of ‘Chief Digital Troubleshooter’.

Rick Ortega

Business Systems Developer

Open Doors USA

I have been working for Open Doors USA since 2018. I enjoy applying innovative problem-solving techniques to business problems where the solution always has a focus on delivering value. 

I enjoy using the R programming language and have skills in Python, Javascript, SQL, and Apex. 

Rachel Furey

Senior CRM Application Administrator

American Jewish World Service

Rachel Furey has more than 18 years’ experience managing advanced relational databases, including 13 years working with Banner, Raiser’s Edge, and Salesforce systems geared for non-profits. She has been part of the American Jewish World Service (AJWS) team since 2014, and helped migrate AJWS from Raiser’s Edge to Salesforce.

Beth Friedmann

Director of Development Operations

American Jewish World Service

Beth Friedmann has over 20 years of experience in fundraising. At American Jewish World Service, she and her team oversee the development infrastructure including prospect development, donor research, Salesforce CRM, data processing and hygiene, gift acknowledgment, strategic development planning, and direct mail fundraising. Previously, Beth held development roles at Planned Parenthood Federation of America and Columbia University Medical Center.

Community Input



March 24, 2021


8:30am – 9:30am