Fundraising Glossary: F

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File: A structured collection of customer records.

Flash count: Report that summarizes the results of a mailing over  a given period of time, usually by response rate and average gift.

Former donor: Someone who has not made a donation for 24 months or  longer. Not to be confused with a Lapsed Donor.

Frequency: The number of times a donor has given a donation within a given time frame.

Front end: All the activities (writing, designing, printing, mailing) necessary to generate  a gift by mail.

Front-End Premium: An item (such as return address labels) offered to a  donor in a direct mail package, usually at no charge, to encourage them to make  a donation.

Fulfillment rate: The percentage of people who give a donation after  pledging to do so, usually following a telephone solicitation that requests pledges  instead of immediate cash gifts.

Fundraising ratio: The ratio used to gauge the cost-effectiveness of  fundraising campaigns and programs, usually expressed as the ratio of cost to  revenue or cost to raise a dollar.

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