Finding The Path To Your Destination
Have you ever wondered how people get to their dream destination even when they have never seen it, do not have a clue what it looks like, and all they have is just a name?
Take Cape Town, for example. For many around the world, it is one of those “must-see” destinations on the African continent. But if you have never been, how would you get there?
Growing up in Eswatini, I quickly learned that to reach any destination, you need more than just good vibes and a vague idea. You need maps, tools, and trusted information. I used everything: an atlas, online maps, Google Earth, and eventually the GPS (we used to call them boTom Tom!). I asked people along the way, checked the airport screens, verified my boarding pass, and cross-checked information on my phone.
And guess what? I made it safely to Cape Town, hotel in Simon’s Town and all.
Here is the point: no single source of information would have been enough. If I relied on just one, I might have missed my flight or worse, ended up in Cape Verde instead of Cape Town. Close enough on the map, but still a whole ocean away from my intended braai and penguin encounters.
That is exactly how CRM and advancement analytics work in fundraising and development.
Why Data is Your Map to Success
In advancement, our role is to move resources from donors to worthy causes. But just like travel, resources do not move on vibes alone. They need direction, clear signposts, and constant verification. That is where data comes in.
CRM (Customer Relationship Management) systems and advancement analytics give us the tools to:
Know donors better—what they care about, how they like to give, and what keeps them engaged.
Understand beneficiaries—their real needs, their stories, and how to share their voices.
Create reliable pathways—so resources land where they are meant to, and in time.
Avoid wrong turns—because sending a donor’s gift to the wrong initiative is like booking a flight to the wrong Cape.
The fear of “big scary data” is real. But honestly? Data is not a monster under the bed. It is the flashlight that shows you where not to trip.
Practical Steps to Get Data Working for You
Capture information consistently. Do not keep donor details in random notebooks, inboxes, or worse, someone’s memory. Put it in a CRM.
Share across departments. Fundraising, programs, finance, and communications should all have access to the same picture. (Yes, it is like sharing the family car. Everyone needs a ride, but rules keep it safe.)
Verify regularly. Do not assume people stay in the same job or use the same email forever. Cross-check with LinkedIn, social media, surveys, or even a quick phone call.
Analyze, do not just store. Collecting data and never looking at it is like buying a GPS and never turning it on. Use analytics to spot trends, gaps, and opportunities.
Tell stories with data. Numbers show patterns, but stories bring them to life. Use beneficiary data to share impact in ways that inspire donors.
Five Key Takeaways
Data is your map. Without it, you are traveling blind.
One source is not enough. Verify with multiple inputs, like checking both your GPS and the airport screen.
Sharing is caring. Departments must exchange information while protecting data privacy.
Clean data saves time. Outdated info can send resources to the wrong place.
Analysis creates clarity. Data tells you not just where you are, but where to go next.
Why This Matters for Africa
At Ndisu, we believe that the pathways to worthy causes in Africa must be clear and reliable. Donors want their resources to reach the right destination without turbulence. Organizations need the tools and confidence to steward data well, analyze it wisely, and share it safely.
That is why we offer CRM and Advancement Analytics services. We know that when the map is clear, resources will always find their way to where they are needed most.
So next time someone says “data is scary,” just remind them: it is no scarier than asking for directions at the airport. And it might just be the difference between Cape Town and Cape Verde.