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The Solution

RKD Group stepped in to help transform the newsletter into a powerful donor-engagement and revenue-driving vehicle. 

Key changes included: 

• Segmented mailings: Instead of sending the newsletter to everyone, we helped their team target the donor segments that ensured lapsed donors wouldn’t mistakenly receive content that assumed recent giving. 

• Donor-centric messaging: RKD provided hands-on training and editorial guidance, helping the Humane Society of Utah reframe its content to spotlight donor impact and emotional narratives. Our team taught them how to place donors at the center of the story. 

• Streamlined format: The newsletter was redesigned into a four-page, non-glossy layout that was more personal and cost-effective. It was folded into an envelope with a remittance slip. It was not a hard ask, rather a gentle invitation to give if inspired. 

• Increased frequency: With lower production costs and stronger ROI, the organization was able to send newsletters more often throughout the year. 

Shifting from a magazine-style perspective to a lean approach created a newsletter strategy that inspired donors and boosted the bottom line. 

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The Results

The impact was immediate and significant: 

• Newsletter-attributed revenue increased by more than 20 times 

• Gifts increased by nearly 40 times 

• The campaign exceeded projections by 19% in revenue and 39% in gifts 

The Humane Society of Utah not only revitalized their newsletter program but turned it into one of their highest-performing donor communication tools. The success of this project underscores a powerful truth: When you focus on the stories that donors want to read and show the impact their gifts have had and the lives their gifts have saved, the results speak for themselves. 

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