Nonprofit Donor RFM Calculator

RFM stands for Recency, Frequency, and Monetary value. Each donor gets a 1–5 score on each measure, where 5 is best. The three scores are shown together as a code (for example 5-4-3, written "543") and added up for a total out of 15.

The code tells you why a donor scored the way they did: a 155 (lapsed, but frequent and generous) and a 551 (recent and loyal, but small gifts) both total 11 but need very different outreach. The total is handy for quick sorting.

Quintiles compare donors to each other, so they always spread your file across all five scores. That makes them a good default for list analysis. Fixed bands use the same cutoffs every time, so scores stay comparable from one quarter to the next and work for scoring a single donor.

Average gift separates "how much" from "how often," which Frequency already measures. If you'd rather reward total giving, switch the Monetary basis under "Adjust scoring bands."

Recency changes every day, so re-score at least before each major appeal. Many teams re-score quarterly.

Yes. The calculator runs entirely in your browser. Files you choose or paste are never uploaded or saved. Close the page and the data is gone.