Fundraising Glossary: R

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Recency: The latest donation or activity recorded for an individual.

Record: A single, unique entry in a database with some or all of the fields specified.  A record in a donor database, for example, contains the information for one donor,  including such things as name, address and phone number. A record in a database is usually the equivalent  of a row in a spreadsheet.

RFM: Recency, Frequency, Monetary Value, a formula used by direct mailers  to calculate the income potential of names on a mailing list.

Renewal mailing: A direct mail fundraising package  mailed to donors or members who have supported the organization’s work, inviting  the donor or member to renew support with a donation.

Reply card: A card included in a mailing, which the donor completes and returns to the  sender in response to the ask. Often postage-paid.

Response count: The number of responses received from a mailing, expressed as  a total number rather than a percentage.

Response device: The coupon, order form or reply card that a donor completes and returns to the sender to complete a donation.

Response rate: The number of responses received from a mailing, expressed as a percentage  of the total number mailed.

Return Postage Guaranteed: An endorsement printed on the face of envelopes stating the  sender will pay the post office to return undeliverable standard (third-class) bulk mail.

Retest: See Back test.

Roll-out: Mailing a package to the remaining portion of a mailing list after having tested  the package on a smaller portion of that list. See Continuation mailing.

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