Tag Archives: RFM

Bookmark this – constituent scoring methodology

We’re familiar with the basic RFM score.  There’s the blackjack score.  But the other day I stumbled across a Salsa scoring case study.

 

While Salsa has a particular focus on email delivery and online calls-to-action, the overarching methodology is impressive.  Here’s how it works:  first it defines groups of variables that can receive a numeric score for demonstrated constituent involvement.  Then it identifies a timeframe for each.  The algorithm degrades score value by half after the timeframe expires.  In this way, the most recently interacting constituents have higher scores than constituents whose interaction has lapsed.

 

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The case study outlines the scoring variables for email opens/clicks, donations, and other non-monetary participation actions.  It’s genius!  Click the image above to read the full case study.

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