Using RFM Analytics to ask the right person for the right amount at the right time

Presenter: Robert H. Lane, MBA, Ph.D. – CEO – Lane Services, LLC
Year: 2018
Price: Members: Free, Non-Members: $39

Body of Knowledge Domains: Data Analytics, Campaigns

Competencies and Levels:

Data Analytics:

  • Competency 7: Fund Raising Knowledge
  • Competency 8: Analytics and Campaign


  • Competency 6: Campaign Analytics, Reporting and Data Management
  • Competency 8: Campaign Constituent Engagement

Session Description: This webinar will help provide a better understanding of the tools and techniques of RFM (Recency, Frequency, Monetary) Analytics to more effectively segment your database and invite your prospects and donors to make a gift that is within their means and to a campaign that will pique their interest.   We will create population (universe) & transaction queries, set-up RFM segment rankings, and show how to interpret the results.  In addition, we will discuss how this technique is used at a large international charity to conduct their 35 annual appeals.    

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