RFM is a formula for ranking the recency (R), frequency (F) and monetary (M) returns your solicitations bring in order to help you build a direct marketing strategy that increases gifts while reducing costs. RFM analysis is powerful because it captures three of the best indicators of a donor’s interest in your cause — supporters who gave recently, give frequently and give substantially.
RFM helps you identify donors who are most interested in your mission and target them effectively with your mailings, cutting mailing costs and boosting your response rate to net a greater return.
With The Information Edge, Blackbaud’s Business Intelligence Solution, you can perform simple or advanced RFM analysis on vital information housed in The Raiser’s Edge or another constituent database.
Conduct advanced RFM analysis on your donors, storing the results in The Raiser’s Edge to augment constituent records
Combine prospect or donor data from multiple systems to get the most relevant RFM score possible
Manage the direct-mail process from planning, segmentation and testing through implementation and results
Eliminate “donor fatigue” by targeting donors more effectively and marketing strategically
Learn how The Information Edge can help your organisation build an effective direct marketing strategy, using information from The Raiser’s Edge or another constituent database.
