How do you know a donor is engaged with your organization? Is there a way to measure their engagement? If you knew for sure that some donors were more engaged than others, would it change how you connect and communicate with them?
While you can’t really measure the generosity of someone’s spirit or their passion for your cause, you can analyze three major components of their engagement to understand how engaged with your organization someone is, and what their giving capacity might be. Recency, frequency, and monetary value (RFM) analysis gives you a starting point for donor cultivation strategies—helping you be more responsive and targeted in your approach.
In order to understand exactly what RFM means to your efforts—and how to incorporate it into your responsive fundraising strategies—Virtuous created a comprehensive guide. This powerful resource ensures that you can get to work on implementing strategies immediately.