Contact Predictions & Insights can be found under an individual Contact Profile under the Contact's Tab. Contact Predictions & Insights support you in understanding your donor's behavior, contributions, and future actions; allowing you to make more strategic and data-driven decisions about how and when to engage with your donors.
Below is an outline of the available Predictions & Insights, what they mean, and how KIT's algorithms generate them.
RFM Score
The RFM Score Insight reflects donor engagement. The RFM score is a number that falls between 1-5 and refers to the Recency, Frequency, and Monetary value of a donor's contributions. For more information on RFM scores, visit RFM Score.
Donor Score
The Donor Score Insight reflects the overall donation value that your contacts have.
Factors considered include:
- The average total amount of donations the contact makes each year
- The number of years that the donor has been contributing to your organization
- Whether there has been an increase in these contributions in the last year
Donor Score Catagories
Reflects contacts who fall in the top 33% of donors in your organization. Best practice tip: it may be a good time to reach out and thank this donor for supporting your organization.
Reflects contacts who fall between your top 33% of donors and the lowest 33% percent of donors. Best practice tip: it may be a good time to let them know how their donations have made a difference.
Reflects contacts who fall in the bottom 33% of donors in your organization. Best practice tip: it may be a good time to reach out to this donor to share exciting updates and stories of impact at your organization. Build a relationship with them by learning why they gave to your organization in the past to better steward them in the future.
Major Donor
Major Donors are considered major givers when they donated or pledged for one or several outstanding amounts over the course of the past 24 months. By outstanding we mean that the amount pledged or given is in the top 10% of all donations collected by your organization during this period.
Factors considered include:
- Donor history of the contact.
- Digital interactions (outbound and inbound emails).
Best Practice Video: Increase Number of Major Donors
Likelihood to Recur
The Likelihood to Recur Insight tells you how likely a contact or donor is to become a recurring donor.
Factors considered include:
- Donation and Interaction patterns of existing recurring donors
- Donor characteristics of existing recurring donors
- Donation and interaction behavior of the non-recurring donor to see if they begin to match the patterns of existing recurring donors
Best Practice Video: Leveraging Those Likely to Recur
Engagement Stage
The Engagement Stage Insight tells you how engaged your contacts are with your organization. This data is pulled from an algorithm that runs every 24 hours across that looks at your contacts' interactions.
Factors considered include:
- Financial interactions (transactions and pledges).
- Digital interactions (outbound and inbound emails).
Engagement Stages
- Not Engaged
- Passively Engaged
- Recently Added
- Donor Journey
- Volunteer
- Donor/Volunteer
- Not Applicable
Smart Ask
The Smart Ask Insight tells provides a recommended donation amount to ask your donors for, as well as a donation range that a contact or donor is most likely to give. The Smart Ask amount is generated based on their donation history and/or the donation history of all your donors.
Factors considered include:
- The average amount the donor gave per donation
- The amount the donor gave during their last donation
- If none of the above is available (because the contact is not a donor yet), the median amount given based on all donor's donations is used.
Time of Year
The Time of Year Insight is the result of an algorithm that is used to determine which months of the year your contacts are most likely to donate.
Factors considered include:
- The time and frequency and type of interactions between you and the Contact.
- The Contact's donation history; including donation amounts, frequency, and type.
- The Contact's membership history.
- The Contact's volunteering history.
The Time of Year Insight will show three months within the year. The first month listed will be the month that is determined to be the most likely month that this specific donor will donate. The other two months listed are month suggestions that are generated based on the months that similar donors are most likely to donate.
Donor Readiness
Donor Readiness Insight is the result of an algorithm that is used to identify the likelihood for a donor to give in the next two weeks.
Factors considered include:
- Donor history of the contact.
- Interactions between your organization and the donor (i.e. how often you communicate).
- The local weather of the donor, as the weather has been proven to have an impact on the likelihood of a donor making a donation.
Donor Readiness Stages
Reflects contacts who are most likely to donate in the next two weeks. Best practice tip: it may be a strategic time to reach out to them via personal email to see if they would like to donate to a specific campaign, impact area, etc.
Reflects contacts who may make a donation in the two coming weeks. Best practice tip: use your best judgment before reaching out based on your past experience with this donor; keep in mind that you want to avoid donor fatigue.
Reflects contacts who are not likely to donate in the next two weeks. Best practice tip: it is recommended that you don't ask this donor for donations until the Readiness level increases.
Best Way to Reach Out
The Best Way to Reach Out Insight is the result of an algorithm that is used to identify the communication method that a contact is most likely to engage with and respond to.
Factors considered include:
- The time and frequency and type of interactions between you and the Contact.
- The Contact's donation history; including donation amounts, frequency, and type.
- The Contact's membership history.
- The Contact's volunteering history.
Reach Out Types
- Online Chat
- Event
- Other
- In-Person
- Phone
- Social Media
- Video Conference
Campaign Recommendations
The Campaign Recommendation Insight is the result of an algorithm that is used to determine which Campaign your contacts are most likely to donate to.
Factors considered include:
- The other campaigns the contact has contributed to in the past.
- The overall giving history of the contact.
- The Donor Readiness stage of the contact - donors with higher Readiness scores are recommended before donors with lower scores.