Donor fatigue fatigue | Pareto Fundraising: Right now I am in San Diego a the AFP conference, with maybe 5,000 predominately American, fundraisers. Chatting to people made me realise that Bill is not alone in misunderstanding a very basic and fundamental, unbreakable ‘truth’ of direct marketing. The truth is the recency, frequency, value rule (also known as RFV or RFM where the M stands for Monetary value).
RFV is a mathematical rule that gives you three clues about the likelihood of a positive response from a donor who is mailed.
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