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The Solution

RKD Group redesigned RedRover’s approach to donor acquisition and renewal strategies—focusing on effectiveness, seasonality and donor engagement.

Our acquisition tactics consisted of: 

• Testing out of underperforming packages: We began heavily testing against the underperforming label package with alternatives that could bring on more donors while improving net per donor. We tried some packages that were already a part of the program, like a membership card and calendar, as well as some new ideas:  a holiday card package featuring cute animal images; and a loose tickets package in order to find a new and effective control. 

• Right-sizing Acquisition Mail Volume by Season: We shifted mail volume to higher-performing times of year and eliminated historically underperforming months like May and September. As a result, we were able to cut volume and spend in acquisition to pay for our testing and additional renewal campaigns with no negative impact to acquisition performance. 

• Gift Array Testing: We suffered from a less-than-ideal average gift and were able to test new gift arrays that increased new donor value in all acquisition mailings by testing two at a time. 

• List Plan Optimization: We worked closely with the list broker to eliminate lists that were bringing in lower-quality donors and ramped up testing to lists that would create new opportunities. 

For our renewal strategy, we used the following tactics: 

• Expanding the campaign calendar: We added four new renewal appeals, including a calendar follow-up, holiday card, holiday card follow-up and an end-of-year donor impact newsletter. 

• Integrating with acquisition. We mirrored the holiday card concept in renewal for consistent donor engagement with the acquisition package we were testing. Since it came out on top, we expect the renewal will see even more success in the upcoming year. 

• Improving spacing. We strategically spread campaigns across the year to maximize engagement without overwhelming donors. 

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The Results

This strategic direct mail transformation led to major improvements across the board: 

• New Acquisition Controls: We have zero label packages in the program going forward. We have a Membership card package in January, a new Loose Tickets package in March, a Calendar in August, and a Holiday Cards package in October and November. ​​Results so far have shown:​​ 
  • 3x more responses from the holiday card package compared to traditional label packages for prospects, lapsed donors and multi donors. 
  • 2x more responses from the Loose Tickets package compared to labels. 
  • 4X more responses in the calendar with better Long-term value. 
  • Revenue per donor improved by as much as 45% in some cases. 
  • Average gift is now close to or exceeding our $25 membership threshold. 

• File health improvements, including: 
  • ​​​Retention rates increased 9% 
  • Gift frequency rose 6%  
  • Active donor file grew 6%—a reversal of previous trends 
  • Core Universe grew 18%  

The transformation of RedRover’s direct mail program has done more than improved metrics—it has reignited hope. With a more intentional strategy, RedRover is now connecting with supporters in ways that feel both personal and powerful.  

RedRover isn’t just mailing appeals—they’re building a loyal community. Their team is optimistic and confident in their direct mail efforts. Despite external economic pressures, ​​they should exceed fundraising goals due to the strong foundation laid by RKD’s work. 

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