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Our last post gave an overview of how to apply some simple segmentation techniques to your data base with a focus on starting or building a planned giving program. We touched on the notion of "RFM" or a measurement of a donor's recency of giving, frequency of giving and how much they are giving.
If you haven't had your data base screened, or your screening vendor doesn't provide a total RFM figure, you can, with a little work, do it yourself. Here's how.
CAVEAT: before doing this, remove any existing planned givers from this exercise.
For the annual fund, use RFM as a proxy for likelihood to make another gift. Donors with the highest RFM are the most likely to both give again and increase the amount of their gift.