Key Strategic Shifts

1. Rapid Response with Velocity Model:

• ERAP Crisis Campaigns: Within the first 12 hours of the crisis, RKD and IFCJ launched Emergency Response Action Plan (ERAP) direct mail pieces and digital campaigns. This rapid deployment raised more than $9.2 million.
• Velocity Model Utilization: RKD’s Velocity model identified key segments for lapsed recapture, resulting in a 24% increase in gifts and 41% revenue growth year-over-year.

2. Innovative Creative and Messaging Approaches:

• Email and Direct Mail Integration: Developed tailored email and direct mail strategies, incorporating impactful storytelling and mission-driven imagery. This led to a high engagement rate, with email campaigns alone generating $1.75 million in the first 30 days.
• Simplified Carrier Tests: Introduced new package formats and simplified carrier designs, leading to a significant increase in response rates and engagement.

3. Strategic Expansion and Testing:

• Tiered Testing: Focused on lower-performing donors with cost-efficient packages, increasing reactivation and retention rates.

4. Enhanced Cultivation Touchpoints:

•  ERAP Crisis Response: Executed targeted ERAP-specific direct mail and digital campaigns during the Israel crisis, resulting in significant donor engagement and revenue growth.
• Donor Engagement: Implemented various engagement strategies, including a new donor email welcome series and donor-centric communication, enhancing donor retention and second-gift conversions.

Acquiring High-Value Donors Without Premium Offers

1. Non-Premium Package Testing:

• Innovative Offers: Compared non-premium packages against premium acquisition controls. For instance, a ticket offer outperformed a wrapping paper premium, resulting in a 37% increase in net revenue per donor.
• Supporter Card Offers: A supporter card offer outperformed a notepad premium, reducing cost per piece by 50% and increasing donor activation/reactivation.

2. Optimized List Strategy:

• Major Donor Prospects: Implemented the Prime Leads model, identifying major and mid-level donor prospects, leading to significant revenue lifts when assigned to proper caseloads.

3. Digital Strategy and Optimization:

• Redesigned Online Donation Form: Optimized the user experience, leading to increased conversion rates.
• ERAP Campaigns: Focused on high-impact ERAP campaigns with multichannel integration, driving significant donor engagement and revenue.

Results

These strategic efforts led to significant improvements in IFCJ’s fundraising program for 2023:

• Revenue Growth: Lapsed donor revenue increased by 24%, with a 37% year-over-year growth in total revenue.
• Donor Acquisition: In the lapsed audience, we recaptured 24% more donors and 41% more revenue year over year.
• Email Campaign Success: ERAP email campaigns generated $1.75 million in the first 30 days, with a 0.43% overall response rate.