FAQ - RFM indicator (Recency, Frequency, Monetary)

1. Where can I find the RFM indicator in Prodon Web?

In the client file, after selecting a client from the Clients tab.

2. What does RFM mean?

It is a set of three indicators used to analyze a donor’s giving patterns:

Recency: date of latest transaction
Frequency: total number of transactions
Monetary Value: cumulative donation amount

3. How is the RFM calculated?

The RFM calculation follows a simple principle:

Sort clients according to one criterion (R, F, or M).
Divide the list into 5 equal groups (20% each).
Assign a score from 1 to 5 based on the client’s group.

4. Is RFM complicated to calculate?

No.
It does not require any complex formula.
The fundamental principle remains:

- sort the clients
- divide them into 5 slices of 20%
- assign scores from 1 to 5

5. What do the colors (green, brown, red) represent?

Green: high score
Brown: medium score
Red: low score

6. How should I interpret an RFM example?

In the PDF example:

Recency is high (recent transaction)
Frequency and Monetary Value are average compared to the rest of the database

7. How can I add the RFM indicator to a custom view?

You must do this in Prodon Classique:

Go to Client Management.
Edit the desired view.

8. Where can I find the RFM fields in the view settings?

Search for RFM.

9. How do I add the RFM fields to the view?

Select the three RFM elements in the left column.
Move them to the right column.
Click Apply.

10. Where will the RFM values appear once added?

They will appear:

in your customized view in Prodon Classique,
and in Prodon Web.

11. Why might the RFM results appear different depending on the organizations I can access?

The RFM is calculated using global data, regardless of your access to specific organizations. As a result, this may influence how the results are interpreted.