Three Measures That Hone in on Direct-mail Gold
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Organizations can use these rankings to better target donors. For example, based on RFM scores, an organization can identify donors who haven’t given in a while but who, when they do give, are high-dollar donors. Other donors who rank high for recency and frequency but lower in terms of the amount of their gifts, can be targeted to increase their giving levels.
The white paper concludes by advising that the most important elements to finding success with RFM are good record-keeping and frequent mailing.
To view the complete white paper, visit www.blackbaud.com/files/resources/whitepapers/RFM_whitepaper.pdf
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