Frequency refers to the number of times a donor makes contributions. It’s important to understand the patterns of donor frequency within your database because frequency is one of the great predictors of future behaviour: the more often a donor gives, the more likely they are to give again.
The more recently a donor has given to your organization in the past, the more likely they are to give the next time you ask them.
The primary objective of relationship marketing is to increase the lifetime value of your donor base by increasing both the number of times and the amount that each donor gives to your organization. RFM Analysis, on the other hand, is a powerful tool you can use to lower your costs and increase your response rate.
One of the most important concepts in direct marketing is the lifetime value of the donor, or how much an individual donates before they stop supporting your organization.
