< Back to Results Supportive partnership in times of crisis The Challenge When the Eaton Fire broke out on January 7, 2025, Pasadena Humane quickly became a lifeline for animals displaced or injured by the wildfire. As flames spread through the Greater Los Angeles area, their team mobilized to treat injured pets, provide emergency shelter and coordinate animal rescue operations. The Pasadena team faced a second challenge: to raise critical funds and communicate effectively with their community while continuing to care for animals, maintain operations and keep messaging aligned with the evolving crisis. Our Role Direct Mail Advanced Analytics The Solution RKD Group sprang into action to support Pasadena Humane in real time, helping the organization pivot its marketing and fundraising efforts within days of the fire. Key components of our rapid response included: Peer-to-peer (P2P) texting deployment―a team member even coordinated one of the P2P text messages from an airplane to launch the campaign in record time. Creative assets overhaul: Direct mail appeals were rewritten, lift notes specific to the fire included, newsletters tightened and thank-you letters adapted to align with the fire response. Zip code segmentation: We helped identify and target zip codes most impacted by the fire for tailored outreach. Media and copy adjustments: Paid media campaigns were revised on the fly to reflect the urgent situation and ongoing rescue efforts. Donor communications: RKD took over producing acknowledgment letters for months after the fire, honoring the emotional weight and timeline of giving. Our team worked behind the scenes to make sure Pasadena Humane’s messaging stayed consistent, empathetic and timely throughout the emergency. The Results Pasadena Humane experienced extraordinary success: Strong community engagement: Donors stayed connected through email, social and local media, P2P texts and direct mail, responding with empathy and urgency. Expanded donor response: New donors were acquired, and gift volume surged in the weeks following the fire. Empowered internal teams: By taking on donor communications, data segmentation and media and production tasks, RKD freed up Pasadena Humane’s staff to provide hands-on help where it mattered most. Sustained storytelling: Fire-related narratives were carefully woven into appeals through May and helped strengthen a successful April match campaign. This partnership is a powerful example of what can be accomplished when a nonprofit and their agency are in perfect sync during a time of crisis. Together, RKD and Pasadena Humane worked to deliver meaningful communications and support to both animals and their families. Click or drag to explore More Results View allView all Growing mid and major donors through direct mailRead more > Direct mail program overhaul drives net revenue, renews hopeRead more > Securing sustainable major giving with a match fund program Read more > Multiyear strategic planning leads to incredible growth across channelsRead more >
