Quick Studies for Community Colleges-Measuring Affiliation Through RFM Analysis

Video Transcription

Video Summary

The video presentation titled "Measuring Affiliation through RFM Analysis" features three speakers: Jess, AVP of Data Analytics at CCS Fundraising; Jacob, Director of Data Analytics at CCS Fundraising; and Ashley, Senior Director from Hagerstown Community College. The presentation focuses on using recency, frequency, and monetary (RFM) scores to identify and prioritize strong prospects for philanthropic engagement with an institution. The speakers explain the methodology of calculating RFM scores, including using percentile rank formulas in Excel, and highlight the pros and cons of using RFM scores. They also discuss the application of RFM scores to event attendance, membership, and legacy giving efforts. Additionally, the presentation emphasizes the importance of combining RFM scores with wealth screening to identify prospects with both strong affiliation and the capacity to make meaningful gifts. The speakers provide tips for data collection and analysis, as well as insights from their work at Hagerstown Community College, including improved donor targeting, increased giving, and successful cultivation and stewardship efforts. The presentation concludes with contact information for further inquiries.

Keywords

RFM scores

prospects

philanthropic engagement

data analysis

donor targeting

Hagerstown Community College