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The Solution

RKD and Seattle Humane worked together to implement a multi-channel growth framework anchored in agility, testing and audience insight. 

Year one: Establishing the foundation (FY23–FY24)

• Launched first RKD-led digital campaign in April 2023, followed by direct mail in May 2023. 
• Focused on rebuilding donor trust with consistent storytelling and mission-aligned creative 
• Partnered closely with Seattle Humane’s internal marketing and communications team to ensure cohesive messaging across all channels 
• Introduced data-informed testing, demonstrating early wins and building confidence in innovation 

Year two: Scaling what works (FY24–FY25) 

• With greater flexibility and trust, RKD expanded both direct mail and digital media programs. 
• Implemented an audience-first strategy, using segmentation and lifecycle analysis to tailor content and cadence 
• Rolled out integrated campaigns that combined digital, paid media and direct mail touchpoints for stronger conversion
• Piloted P2P texting and optimized Fundraise Up sustainers, crossing 1,300 monthly sustainers and generating over $45,000 in recurring digital revenue 

Year three: Advancing growth through innovation (FY25–FY26) 

• Navigated a full organizational rebrand, aligning creative tone and message across all fundraising channels 
• Introduced new testing to improve targeting, frequency and reactivation 
• Set the stage for expanded acquisition and lapsed donor strategies in FY26, including new June and November acquisition tests and mid-major donor stewardship through RKD Connect 

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The Results

Seattle Humane’s results show the power of strategic investment, agility and alignment between creative and data teams. 

Direct Mail

• 31% year-over-year increase in gross revenue (FY24 to FY25) 
• 45% year-over-year increase in net revenue 
• Winning creative packages (“Summer Fund Drive,” “Second Chance” and “Give Them a Future”) are being carried forward into FY26. 

Digital

• 19% year-over-year increase in digital revenue (calendar 2024)
• Number of online donations 89% above projection for FY25 to date 
• Cost per acquisition (CPA) down 45%, driven by optimization in Google Ads, Meta and display 
• Ad impressions up 38%, clicks up 44% and media gifts up 24% 
• Return on ad spend (ROAS) of 1.72 
• Google Grant: $101K in free exposure 

Sustainers and Donor Health

• Total digital donor volume through December 2024 surpassed FY24 and FY23 combined. 
• Donor value, gift frequency, and active donor count continue to outpace Animal Care benchmarks. 

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Looking Ahead 

As Seattle Humane enters FY26, the team is doubling down on what works: 

• Audience-first segmentation to deepen relationships across new, lapsed and mid-major donors 

• New acquisition testing in June and November to capture high-response periods 

• Enhanced digital engagement, including expanded email automation, broadcast texting and cross-platform video strategy 

Seattle Humane’s story shows what’s possible when innovation meets collaboration, when testing becomes culture and when data and creativity work hand in hand.