Digital
Duplicate record merge
Formal definition
Duplicate record merge is a charity digital term for organising supporter and service-user data so teams can trust records and act consistently.
What this actually means for you
Use Duplicate record merge to guide live decisions: define data standards, ownership, and cleanup rules before new automations are launched, with ownership and reporting agreed before launches, integrations, and platform changes.
Example: At the next review checkpoint, Duplicate record merge is used in practice like this: the CRM owner merges duplicate records weekly and enforces required fields on key supporter workflows. Accountabilities are captured in team templates, reporting packs, and operating checklists.
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