What is RFM?
RFM (Recency, Frequency, Money) is a calculation frequently used by WealthEngine clients who collect donations: advocacy, education, and healthcare. The RFM score allows you to segment individuals based on their interactions with your organization. You can use the RFM score to filter your screened files and compare individuals within that file, or you can use RFM in our "Giving vs Capacity" report, which can be located through the Analyze tool. Follow the hyper links to learn more about the RFM capabilities.
The RFM score uses the giving history you provided to rate the individuals in your file relative to one other. This means that if you didn’t provide giving history for someone, their score will be 0. Keep in mind that the system only compares people within a single WE screening, but if you choose to combine the results of multiple files into one, the scores will automatically recalculate. Remember, when it comes to RFM the higher the number the better!
Recency
A value of 0 – 100, based on the date of the last gift made. Most recent donors will have a higher ranking than donors that have not given recently.
Frequency
A value of 0 – 100, based on the number of total gifts made to your organization. Donors who have made more gifts will have a higher ranking than donors that have given fewer.
Money
A value of 0 – 100, based on the size of the largest gift made. Donors who have made the highest personal gift will have a higher ranking than donors whose single largest gift is smaller.
Total
The scores for the Recency, Frequency and Money components are totaled, with a maximum score of 300. The higher a donor’s score the stronger their giving history is relative to the other people in your file.
