< Back to Results Hurricane forces quick pivot on day-of-giving campaign The Challenge Houston Food Bank (HFB) planned to launch a new day-of-giving campaign tied to 713 Day, a beloved local celebration on July 13 honoring Houston’s area code and cultural pride. Originally designed as a feel-good cultivation touchpoint, RKD team members recommended evolving it into a multichannel giving opportunity to help offset the typically soft fundraising returns in July. Just five days before the launch in 2024, Hurricane Beryl struck Houston—leaving more than 2 million people without power and depleting the food bank’s already stretched disaster resources. HFB faced a pivotal question: Should they cancel a feel-good campaign during a time of crisis, or could they adapt and rise to the moment? Our Role Digital Media Multichannel Strategy The Solution Rather than scrap the campaign, HFB and RKD worked together to rapidly pivot the messaging and strategy to meet the urgent needs of the community while preserving the local morale of 713 Day. Message pivot The campaign was reframed to emphasize community resilience and disaster relief, highlighting how Houstonians come together in times of need. Multichannel adaptation RKD supported rapid deployment across: Updated email communications managed by HFB’s internal team Peer-to-peer texting, sent remotely by Synergy Updated donation forms, website lightboxes and creative assets by RKD Campaign extension The timeline was expanded to accommodate ongoing disaster- relief fundraising beyond 713 Day itself. Thanks to pre-prepared assets and nimble teamwork, the modified campaign launched on schedule and resonated deeply with the community. The Results 429% increase in revenue over the original goal Strong community engagement that blended local pride with real-time generosity Expanded donor response―additional gifts came in from both corporate partners and individuals beyond the campaign window. New fundraising strategy validated―713 Day is now slated to become an annual day of giving for HFB. This campaign was more than a response to crisis—it reflected resilience, readiness and true partnership. The success of the 713 Day pivot reminds us that even in moments of uncertainty, compassion and preparation can turn a storm into a story of hope. “We would not have been able to do this without the partnership of RKD. Some of us lost power and didn’t have the opportunity to be there. Some of us were taking care of our families. Having that partnership helped us so that our community could be there and respond to the need.” Click or drag to explore More Results View allView all Innovation, testing lead to exponential program growthRead more > Disaster relief optimizations increased spend, help lift conversionsRead more > Strategic approach breathes new life into fundraisingRead more > Data integration results in across-the-board growthRead more >
