Miriam is a 7-12 month, multi-gift, $50-$99 donor. Claire is a 13-24-month, multi-gift, $25-$49 donor. If that’s all you knew, you’d pick Miriam over Claire in your segmentation.
But that is no longer all you know. We have thousands of data points, the advantages of artificial intelligence and machine learning, and decades of proof that there are better ways to build audiences than RFM.
More than that, our donors expect more. They deserve more. They deserve communications customized to them and their donor journey. This white paper shows why you should shift from RFM to model-based, audience-first solutions for happier, more profitable donors.
