Three Measures That Hone in on Direct-mail Gold

Rank donors in descending order for each measure and then assign scores based on the ranking, e.g., the 20 percent of the list that gave most recently get a recency score of five. Rank donors for each measure so that in the end, each donor has a three-part RFM score — e.g., 5-1-3 — that describes his giving history.