Predictive scoring is a method that statistically estimates the expected behavior of a recipient during a marketing campaign or of a customer. In marketing strategies, predictive scoring is used to identify individuals most likely to respond positively to a proposal, thus constituting an effective targeting tool. It can also be used to predict future events. Regarding customer relationship management, predictive scoring serves to assess the risk level associated with each customer, thereby enabling the implementation of preventative measures. It is possible to develop personalized scenarios tailored to the needs of customers and prospects based on the results of predictive scoring. For example, in a direct mail marketing campaign addressed to donors, predictive scoring can be applied as follows: