< Back to Results Unwrapping potential: Mid-level strategy unlocks new revenue Challenge: The mid-level opportunity Toys for Tots is a household name when it comes to Christmas gift giving. But the organization felt they weren’t fully tapping into the potential of mid-level donors outside of the holiday season. That’s where RKD came in. Looking to bring in specialized expertise, Toys for Tots engaged RKD Group to build and manage a dedicated mid-level program that sits on top of their direct mail program. This marked the beginning of a dual-agency partnership, where RKD would focus solely on mid-level while their general program remained under the stewardship of another agency. Our Role Advanced Analytics Direct Mail Mid-Major Programs Strategy: Refine the audience, elevate the experience RKD started with the basics. We launched the mid-level program in April 2024 with a classic, best-practices approach. Every detail was considered: Elevated creative: Oversized formats, full-page replies, close-faced envelopes, first-class postage and prospectus folders Tailored messaging: Offers tied to meaningful themes like foster care support and summer giving, pushing beyond just holiday toys Two new campaigns: Added in early-year windows where there was previously no activity High-value targeting: Audiences were segmented by: Existing mid-level donors Prospects identified via RKD’s proprietary Prime Leads model As results came in, we began to optimize and refine the strategy: Refined the prospect audience selects, based on performance Introduced a January “Be the Match” campaign to secure early leadership gifts, which were then turned into matching funds later in the year Added a critical November touchpoint in Year 2 to avoid missing out on peak giving season Updated the ask strategy to ensure high-value donors were receiving a personalized offer based on their giving history At every step, RKD collaborated closely with Toys for Tots to build trust, align on goals and fine-tune both offer and cadence. Results: More engagement, more revenue 16.5% lift in revenue from targeted donor group YOY 16% increase in mid-level gifts YOY 185 more mid-level donors YOY After the first year of the program, the results speak for themselves: 16.5% lift in revenue from the targeted donor group year over year 16% increase in mid-level gifts from 2024 to 2025 185 more mid-level donors year over year Expanded gift arrays introduced with no dip in response—opening the door for even larger gifts Refined mid-level donor file thanks to Prime Leads modeling and smarter segmentation, reaching a high-value group of about 15,000 And perhaps most importantly, these Toys for Tots mid-level donors are receiving a highly-tailored experience—one that matches their generosity and sets the stage for future major giving. Click or drag to explore More Results View allView all Decade-long partnership leads to dramatic omnichannel growthRead more > Growing mid and major donors through direct mailRead more > Securing sustainable major giving with a match fund program Read more > Direct mail program overhaul drives net revenue, renews hopeRead more >
