Strategic approach breathes new life into fundraising

Solution

We conducted a full analysis of donor performance and overhauled the segmentation based on new insights. We also revamped the communication calendar to include a balance of hard-working and seasonally-relevant fundraising appeals alongside donor-centric stewardship materials. RKD developed a family of control appeals and instituted rigorous offer, creative and segmentation testing in an effort to continually optimize. We reintroduced engaging stewardship pieces that brought the impact of donor giving to life while priming the audience for the biggest gift-giving season of the year.

We launched fresh, emotional creative that supported rich storytelling and innovative engagement materials such as bouncebacks and premiums. We reintroduced acquisition—both through direct mail and DRTV efforts—and introduced highly-personalized, middle-donor materials, efficiently leveraging regular donor materials. Finally, we recommended an addition to the calendar in late 2019—a simple crisis appeal focused on a funding shortage in a particular region.

Results

The crisis appeal alone generated an incremental $350,000 in gross revenue. In addition, overall program year-over-year highlights included a 10% increase in gross revenue with a 14% decrease in expenses. Our work generated 4,372 new donors through direct mail.