< Back to Results Digital campaign finds success in direct mail The Challenge For multiple summers, Second Harvest Foodbank of Southern Wisconsin relied on a successful direct mail package—Kids Be Kids—to drive their June fundraising. This appeal focused on ensuring children had access to meals when school was out, reinforcing the idea that all kids deserved a hunger-free summer filled with pools, parks and play. At the same time, the organization had also been running a digital-only campaign called Adopt a Dairy Cow, in which donors could donate toward the cost of milk by symbolically adopting a cow. Seeing success online, the food bank wondered if this concept could work in direct mail as well. Our Role Direct Mail Advanced Analytics The Solution With help from RKD, the Southern Wisconsin team tested the Adopt a Dairy Cow theme as a direct mail appeal—going head-to-head with the longstanding Kids Be Kids as the control package. Year 1: Adopt a Dairy Cow was introduced via direct mail with a cow-focused outer envelope. It failed to outperform the Kids Be Kids control, which featured a child-focused visual. Year 2: The team tried again, but this time refined the creative by replacing the cow imagery with a photo of a child holding a glass of milk. This shift brought the two campaigns closer in visual tone and emotional resonance. The Results In the second year of testing, Adopt a Dairy Cow outperformed Kids Be Kids, validating the creative testing and opening the door for future expansion of the theme in direct mail. 5.2% response rate —1.5% higher than the control group 21% greater gross revenue 5.8 ROI—0.4 points higher than the control group. The winning version achieved: A response rate of 5.2%―1.5% higher than the control group Greater gross revenue―nearly 21% higher than the control group An ROI of 5.8―.4 points higher than the control group This approach showed the power of testing and creative nuance in direct mail fundraising. While the concept of Adopt a Dairy Cow resonated digitally in the Dairy State, it needed the right visual translation to succeed in print. By focusing on design and message alignment, Second Harvest Foodbank of Southern Wisconsin and RKD were able to turn a digital favorite into a new direct mail winner. Click or drag to explore More Results View allView all Growing mid and major donors through direct mailRead more > Direct mail program overhaul drives net revenue, renews hopeRead more > Securing sustainable major giving with a match fund program Read more > Multiyear strategic planning leads to incredible growth across channelsRead more >
