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The Solution

SpokAnimal partnered with an outside consultant to develop a powerful new message—“Help Us Say Yes”—that became the centerpiece of a broader, omnichannel campaign. RKD Group supported this effort by launching a standalone direct mail campaign that leaned into the same theme.

Key features of the direct mail strategy included: 

• A special creative package centered on the “Help Us Say Yes” message 

• A QR code on the back of the letter linking to a heartfelt video that explained the stakes of the campaign 

• Mailing to a key audience segment: multi-channel donors with $10+ gift history from the past 0–36 months 

• Filling a gap in the calendar as an additional campaign and adding a new moment for donor engagement 

While SpokAnimal managed other campaign elements like media, email and social, RKD focused exclusively on direct mail to maximize response from this critical donor group. 

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The Results

The direct mail campaign outperformed expectations by a wide margin: 

• 9.2% response rate―3.2% above the projected rate 

• Net revenue 3.5 times higher than the projection 

• ROI of 11.9―8.6 points higher than projected 

• Average gift of $116 

This campaign was deployed during a time of year when SpokAnimal typically did not mail, making the results even more impressive. Even though RKD’s role was limited to direct mail, the campaign made a substantial impact—generating high response rates, new engagement and vital revenue during a critical time and previously untapped moment on the calendar. 

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