< Back to Results Velocity model optimizes segmentation for maximum ROI Challenge 2023 was a challenging fundraising season for many nonprofit organizations. The Salvation Army Northwest Division was looking for opportunities to optimize their program for maximum return on investment. In February 2023, RKD leveraged our Velocity model to help The Salvation Army Northwest Division identify underproducing audiences within their direct mail program. The findings from the model allowed us to target the highest-performing individuals within their program—and redeploy the budget that was being used on lower-performing audiences toward new strategies and tactics that achieved a greater ROI. Our Role Advanced Analytics Modeling Multichannel Strategy By cutting these non-productive segments, Velocity helped The Salvation Army Northwest Division save approximately $110,000. 900% Lift in ROI from an additional year-end texting campaign 68% Revenue lift from stewardship campaign $42K Revenue raised from targeting high-dollar donors These savings were redeployed into new efforts for quick wins, like … Additional digital efforts, including a year-end texting campaign (900% lift in ROI) An additional year-end mailing to tier 1 donors (1,257% increase in ROI) A high-dollar stewardship campaign with thank-you calls and notes (68% lift in revenue YOY) New “Street Level”-focused offer targeting high-dollar donors (more than $42K in revenue raised) … as well as long-term efforts focused on changing the trajectory of their entire program, including a new lapsed reactivation mailing in the Fall. Before being identified by Velocity, the lapsed audience received a newsletter that historically received a low response. The pivot to a loose ticket appeal resulted in a 347% increase in ROI, an additional $10,000 in immediate revenue and an anticipated $65,000 in future value. The use of Velocity has allowed The Salvation Army Northwest Division to stay nimble, making shifts for quick wins and long-term impact. Click or drag to explore More Results View allView all Data integration results in across-the-board growthRead more > New website UX drives engagement, givingRead more > Multi-channel strategy shift results in all time revenue highsRead more > Multiyear strategic planning results in complete program turnaroundRead more >
