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Recency, Frequency and Monetary value (RFM) analysis based is on:

•Recency: How long has it been since this donor gave?

•Frequency: How often does this donor give?

•Monetary: How much does this donor give?

The RFM campaign manager provides:

•R F M calculations with past performance

•Assignment of specific Quintiles (from the 5x5x5 matrix) to segments in mailings

•Monitoring of performance of current campaigns against the RFM selections