< Back to Results Multi-channel strategy shift results in all time revenue highs Challenge American Bible Society had to make the difficult decision to scale back their budget. The budget cut coincided with the pandemic, creating an even more challenging Q3 and Q4. Despite the reduction, RKD and American Bible Society were still looking to meet their revenue goals for the year to help support their mission. Our Role Multichannel Strategy Creative Direction Direct Mail Digital Media Acquisition Cultivation $12.8 Million in net revenue 16% Lift in digital revenue 219 Planned giving leads identified Solution RKD worked with American Bible Society to adjust their strategy across channels. For their digital program, we utilized engager targeting and personalization to better reach donors. For their direct mail program, we added special editions to their “Good News Newsletter,” including a Troops-focused edition and an Emergency COVID-focused edition. We also added triple-match offers to multiple appeals and tested a new package in one of their February slots. Finally, we shifted some of their remaining budget into acquisition to bring in new direct response donors. Results Our adjustments helped American Bible Society reach and exceed their revenue goals despite budget cuts! Net revenue totaled $12.8 million, a 15.21% increase over FY19 and an all-time high for the Community Giving Direct Response program. Direct mail raised $1.8 million more than the previous year, and digital raised $262,000 more. Their renewal rate increased by 7% year over year, renewing 6,500 more donors than in FY19. This increase in retention drove $630,000 in additional gross revenue. The Community Giving Direct Response program also generated 219 planned giving leads, with a potential value of $2.59 million. Click or drag to explore “Our partnership with RKD Group has been critical, and we are thankful for their expertise in campaign development, audience targeting, media planning and placement.” More Results View allView all Acquisition is a year-round investmentRead more > Building a database to help a national organization reach new heightsRead more > Increased spend, ad grant optimizations help disaster relief effortsRead more > Decade-long partnership leads to dramatic omnichannel growthRead more >
