Measuring Affiliation through RFM Analysis
1:45 PM - 2:45 PM EST
Speaker(s): Jacob Greenstine, Director, Data Analytics, CCS Fundraising, Jessica Roberts, VP, Data Analytics, CCS Fundraising, Ashley Whaley, Senior Director of College Advancement, Hagerstown Community College
Competencies: Integrity and ProfessionalismBusiness and Financial AcumenIndustry or Sector ExpertiseStrategic Thinking
Elective Session
Work smart, not hard. This session will show you how your team can use simple tools to find prospects who have demonstrated a meaningful affinity. We will go step-by-step through a traditional Recency, Frequency, Monetary (RFM) Score to generate the strongest prospects. We will apply additional data to extend RFM and create an RFM+ Score. The RFM+ Score goes beyond the standard philanthropic indicators to measure additional types of engagement and affinity, such as event attendance and membership data. Lastly, we will use wealth screening results to identify prospects with a strong capacity and are giving to like organizations.