Omnichannel strategy leads to year-over-year program growth

Challenge

The Eastern Territory of The Salvation Army oversees 11 divisions and is one of four territories in the United States. The Salvation Army’s history of public service dates back to 1865. Over the years, it has evolved into a social service provider of unmatched scope and breadth – delivering assistance to those in need without discrimination.

The Salvation Army Eastern Territory came to RKD with significant data challenges and other complexities, with a Territory-run program that had hurt results under a prior vendor. They were looking for a partner who could help them address their issues with data while making revenue strides along the way.

Our Role

Data & Analytics

Omnichannel Fundraising and Marketing

Creative Direction

12.4%

Boost in gross revenue

9.9%

Rise in donor value

21.1%

Increase in new and reactivated donors

Solution

Updated data strategy and program optimizations

When we began our partnership with the Eastern Territory, we immediately began the process of improving their data integration strategy. At the same time, we made programwide optimizations to increase donor acquisition with a focus on finding higher value donors. We also implemented a recapture program to reactivate lapsed donors.

Results

Five-year revenue high

In our first full year of working with the Eastern Territory, gross revenue in 2020 is up 12%, or $8.3 million, and is projected to hit $76.3 million – its highest level since FY15. Our recapture program has reversed a four-year decline in active donors, resulting in a 21.1% increase in new and reactivated donors. Donor value has also risen by 9.9%.

“As soon as our partnership began, RKD Group worked quickly and strategically to re-establish and stabilize our acquisition and retention efforts. In just the first six months, we saw tremendous growth in both direct mail and digital. We can’t wait to see what the next year has in store!”

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