Insights 

The Intelligence tool includes Predictions as well as several donor Insights. This article will explore the Insights component of the Intelligence tool. The purpose of Insights is to analyze behaviors and trends in your donors, so you can be strategic about who you contact, how you contact them, and when you contact them. Your strategy in maintaining or altering your Insight measures should reflect what your organization's goals are. 

To navigate to Insights, click on the 'Intelligence' tool on the left sidebar. Here you will see a variety of Insight widgets. Below outlines each Insight. 

TIP: You can also find Insights for individual contacts by navigating to their individual profiles. 

 

RFM Score & Engagement Matrix

The RFM score is a fundraising industry standard that can be utilized to track and analyze donor engagement in relation to their donations. RFM stands for Recency, Frequency, and Monetary value of a contacts donations. These metrics are useful indicators of donor behavior as frequency and monetary value affect a donor's lifetime value, and recency reflects engagement and retention. 

 

The RMF Insight is the result of an algorithm that looks at the following data points across the past 3 years: 

• Recency - when the latest donation was made
• Frequency - the number of donations that were made
• Monetary - what is the total amount of donations made

RFM Score

With this data, the Recency, Frequency, and Monetary metrics all receive their very own score between 1-5 (1 being the lowest and 5 being the highest). For example, if someone has made several recent donations in the last 3 years, their Recency score would be higher, however, if the amount of those donations were low, they will likely have a lower Monetary score. These scores are then combined to create an average RFM score for each donor, allowing you the donor's standing when considering all three metrics. 

 

KIT's RFM Score Widget provides a graph that displays where your donors lie in relation to their RFM score. Click on the interactive graph to pull up contacts relevant to each category. 

 

KIT has a two column options that reflect the RFM score:

• RFM Cell - looks at the score for R, F, and M.
• RFM Score - combines the RFM scores of each donor to determine the average

 

 

KIT has a four filter options that reflect the RFM score:

• RFM Score - combines the RFM scores of each donor to determine the average
• Recency Score (1-5)
• Frequency Score (1-5)
• Monetary Score (1-5)

 

RFM Engagement Matrix 

Under the Insights tab, you will see an RFM Engagement widget. This widget looks at donor Frequency and Recency scores to determine a donor's level of engagement with your organization. Note: the Monetary score is excluded from the matrix as the Recency and Frequency scores are more relevant to engagement.

Based on donors' Recency and Frequency scores, KIT's algorithm places donors within particular engagement categories that reflect donors standing and prompt particular actions. 

 

Category	Definition	Best Practice
Champions	Donors who donate often and have the most recent donation.	Consider thanking these donors for their past contributions and reminding them of the impact of their donations.
Potential Loyalists	Donors who have donated more recently, but their frequency of donating falls in the average range.
New Donors	Donors who have donated recently, but not frequently as they are new donors.	Consider reminding the donor of the work that your organization does and the impact of their most recent donation.
Promising	Donors who have donated more recently, but not frequently.
Need Attention	Donors who have an average recency and frequency score.	Consider reaching out with new or upcoming projects to spur excitement and include a call to action.
About to Sleep	Donors who have donated fairly recently but do not donate frequently.
Can’t Lose Them	Donors who have donated very frequently in the past, but not recently.	Consider a personalized re-engagement campaign to remind these donors of your cause and why their donations are essential to the work that you do.
At-Risk	Donors who have donated frequently in the past, but not recently.
Hibernating	Donors who have a past donation, but have not donated recently nor do they donate frequently.

 

To view the contacts who fall into each category, click on the category within the matrix to pull up the list of contacts. From the pop-up list, you can search for donors, add additional filters, export the list, and adjust the column view. 

 

Engagement Stage

The Engagement Stage Insight shows you the engagement stages of your contacts in the form of a percentage. The Engagement Stage Insight is the result of an algorithm that looks at the following factors: 

• Financial interactions (transactions and pledges)
• Digital interactions (outbound and inbound emails)

The available Engagement Stages that contacts can fall into are: 

• Not Engaged
• Passively Engaged
• Recently Added
• Donor Journey
• Volunteer
• Donor/Volunteer
• Not Applicable

KIT's Engagement Stage Widget provides a graph that displays where your donors lie in relation to their Engagement Stage. Click on the interactive graph to pull up contacts relevant to each category. 

 

 

Favorite Contacts

Favorite contacts are a way for your organization to highlight donors that you have identified as the most valuable donors within your database. You can favorite contacts under the Contacts Tab.

The Favorite Contacts Insight will recommend contacts to 'Favorite' by displaying contacts that have a similar RFM Score as the donors you have identified as favorites.

 

KIT's Favorite Contacts Widget provides a list of donors that are recommended 'Favorites' 

 

 

Monthly Potential Donors

Monthly Potential Donors are those who have donated in the current month in the past years. For example, if the current month is April, and a donor has previously donated in April, they will appear on the list. 

 

KIT's Monthly Potential Donors Widget provides a list of donors who are more likely to donate in the current month. 

 

 

Donor Scores

Each contact in your account is given a Donor Score that reflects their overall value to your organization. The Donors Score Insight shows you a breakdown of where your contacts fall in relation to their Donor Scores. The Donor Score Insight is the result of an algorithm that looks at the following factors: 

• 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

The available Donor Score Catagories that contacts can fall into are: 

• Champion - 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.
• Promising - 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. 
• Needs Love - 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.

KIT's Donor Score Widget displays a graph that shows where your donors fall in relation to their donor score category. Click on the interactive graph to pull up contacts relevant to each category.