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With this in mind, our team approached our partnership with three strategic imperatives to shift the course of their long-term growth: 

Increase acquisition of new donors and strategic reactivation of lapsed donors 

• Implemented an always-on digital acquisition strategy, including paid media prospecting efforts that targeted new donors and conversion efforts targeting active donors, lookalike audiences and retargeting. 

• Expanded direct mail acquisition volume and made strategic adjustments to list strategy and seasonal cadence. 

• Increased participation in co-ops. 

• Leveraged Velocity, RKD’s predictive intelligence tool, to strategically target lapsed donors with the highest likelihood of recapture. 

Lift retention with better donor experiences 

• Rolled out Velocity to precisely identify and target audiences with the highest ROI for the organization. 

• Used Velocity to drive cadence optimizations at the individual level to optimize mail frequency. 

• Segmented email audiences to customize gift arrays based on past giving history 

• Continuously tested direct mail packages and offers to make strategic optimizations for stronger performance.  

Move donors up the pyramid 

• Identified prime leads in the mid, major and sustainer categories to craft tailored journeys that speak to their personal preferences and behaviors. 

• Deployed a one-to-one, personalized stewardship program to lift retention of high value donors 

In just nine months, PanCAN has seen a global lift in direct response performance, including a 15% increase in gross revenue. Additionally, active donors increased by 10%, new donors lifted by 15% and recaptured lapsed donors by 32%.

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