Fundraising Analytics

An Argument Against RFM for Major Gifts Modeling, and How to Use It, Anyway

by Marianne Pelletier
Data Mining and Modeling

This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2009. What It Is Recency, frequency, and monetary value is a collection of measurements used by data mining firms to assess a customer’s potential. Called RFM, this tool… Read More »An Argument Against RFM for Major Gifts Modeling, and How to Use It, Anyway

Understanding Lifetime Value, Single Gift, and Movement

by Marianne Pelletier
Data Mining and Modeling

This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2010. In data mining, we frequently choose the dependent variable that is easiest to acquire from our primary databases. Most often, we start with the prospect’s lifetime giving… Read More »Understanding Lifetime Value, Single Gift, and Movement

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