Three Measures That Hone in on Direct-mail Gold

2) Frequency. This should be the measure of the number of gifts in a given period. Pick a time period that covers a number of mailing cycles, then determine how many times each donor has given. The greater the ratio of gifts to mailings, the higher the frequency score for the donor. Blackbaud also suggests adjusting for the amount of time a donor has been on your list and how often he’s given over that period of time. Determine how far back you should go in figuring frequency based on how often you mail and the quality of your list.