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The Solution

RKD partnered closely with the Erie County team to develop and execute a fully integrated campaign strategy, including: 

• Direct mail, segmentation and creative development  
• Digital efforts across email, paid media and website lightbox  
• Audience segmentation and journey planning  
• Custom creative tailored by donor audience and channel  

Together, we aligned messaging, channels and creative to create a seamless donor experience across touchpoints. 

Our strategy featured four pillars:

1. Audience-first segmentation to meet donors where they were 
Rather than relying on a single, broad appeal, the campaign was built around distinct donor audiences with messaging and formats tailored to their relationship with the organization. 

This approach ensured each donor received not just the same message, but the right message.

2. Custom creative built for each audience and channel 
This was not a templated campaign. From distinct direct mail formats to channel-specific digital creative, every element was intentionally designed to resonate with its audience and medium and center on real outcomes for animals. 

The result was a campaign that felt personal, relevant and urgent—no matter how or where donors engaged. 

3. A fully integrated omnichannel experience 
Direct mail served as the foundation, but it didn’t stand alone. RKD extended the campaign across digital channels to reinforce messaging and drive action with targeted email, paid media and a website lightbox. 

Each channel worked together to create multiple touchpoints, increasing visibility and response without overwhelming the donor. 

4. Strategic evolution without losing the campaign’s core 
Importantly, we didn’t aim to replace what worked. We worked to strengthen it. 

Yelp for Help remained rooted in its powerful mission: funding lifesaving care for animals in need. Through smarter segmentation, more intentional creative and coordinated channels, the campaign evolved into a more modern, responsive fundraising engine.  

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The Results

The audience-first, omnichannel approach drove strong engagement and revenue across both direct mail and digital channels: 

• Yelp for Help is a consistently top performer for the SPCA Serving Erie County’s direct mail efforts. In 2025, the two campaign mailings brough in 10% of the SPCA’s total gross revenue for the year. In 2024, Yelp for Help accounted for 12% of total gross revenue. 
• Our 2025 direct mail efforts performed with $35.42 net revenue per donor, a $52 average gift and a 6.5% response rate. 
• RKD’s digital efforts made up 10% of total campaign revenue. 
• Revenue directly attributable to RKD online efforts increased by 58% year over year. 

These results demonstrate the power of aligning audience, creative and channel. Together, we turned a long-standing campaign into a more dynamic and effective fundraising program. 

By building upon a trusted foundation with a more strategic, audience-first approach, The SPCA Serving Erie County is positioned to continue growing Yelp for Help and to deepen donor relationships that sustain its mission for years to come. 

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