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RFM Giving Analysis

Since people who donate once are likely to do so again, we recommend you use recency, frequency, and monetary (RFM) analysis of a donor's giving to gauge their likelihood to give.

Tip: RFM analysis can help predict who's more likely to respond to an appeal so you can focus on them, but don't fatigue high-ranking donors with too many asks. Similarly, don't neglect your lower ranked donors; rather, identify who to cultivate for increased giving.

For information about how to view and analyze a constituent's full giving history, see Constituent Giving.