Epsilon Debuts Nonprofit Tool
"RFA" stands for recency, frequency and amount of gift, which are the standard measures of donor response for fundraising direct marketers.
However, the tool goes beyond RFA data, said Epsilon, Burlington, MA. It uses more than 100 other potential drivers of response, including consistency of giving, lifetime value, upgrade/downgrade, preferred month of giving, breadth of support, involvement, tenure, direct mail responsiveness and demographics.
All of these factors are translated into what Epsilon calls a "responsiveness score" and a "size of gift score" for each donor on the mailer's file to be used for targeting purposes.