#GivingTuesday fundraising

Integrated Digital Fundraising

$50,000

goal met

$116

average gift size

$13,000

from donors new to

online donations

The Challenge

Fundraising For New Equipment

Food Bank for New York City’s Community Kitchen needed to replace an industrial stove and other aging kitchen equipment. This equipment was essential to fulfilling their mission and RKD was asked to help raise the funds needed to replace the equipment. The goal was to raise at least $50,000 and help get the Community Kitchen back in working order.

nonprofit advertising digital media

The Solution

#GivingTuesday

RKD developed a digital strategy around #GivingTuesday. The campaign would help raise the funds needed to replace the stove and equipment, $50,000. Digital elements included a series of emails, lightboxes, and social media posts.

Breakthrough

Breaking Records

By launching a campaign on #GivingTuesday, RKD was able to raise more revenue than the previous years’ #GivingTuesday campaign for Food Bank for New York City.

 

The $50,000 goal was easily met, 146% more revenue than last year. 427 donations were gifted, at an average of $116 per gift, and RKD brought in 140 new donors to their online fundraising program.

By launching a campaign on #GivingTuesday, RKD was able to raise more revenue than the previous years’ #GivingTuesday campaign for Food Bank for New York City.

The $50,000 goal was easily met, 146% more revenue than last year. 427 donations were gifted, at an average of $116 per gift, and RKD brought in 140 new donors to their online fundraising program.

Leveraging email to cultivate donors

Powerful Storytelling Solutions

60%

increase in cultivation response

14%

increase in email marketing revenue

Cultivating

mission-based donors

Changing The Story

Calls To Action

Over the course of 24 months, RKD broadened the scope of MD Anderson’s email marketing program to include more cultivation/storytelling. This meant more sends with subtle or less assertive donation calls to action.

Strategy

Highlighting Patient Stories

The cultivation approach leveraged an individual patient story – during a month wherein their cancer was highlighted as an awareness month. The content did not focus on awareness – rather the person and how the person’s life was impacted by MD Anderson. This allowed for a subtle shift and connection to a passive call to action.

Breakthrough

More Donors And More Engaged Donors

The optimized approach to leveraging email helped increase cultivation from 12% to 19% over a two-year period. In addition, the storytelling of patients lead to more mission-connected donors, who chose to give more even with layering in communication where the ‘ask’ was more passive.

The optimized approach to leveraging email helped to increase cultivation from 12% to 19% over a two year period. In addition, the storytelling of patients let to more mission-connected donors, who chose to give more even with layering in communication where the ‘ask’ was more passive.

Email appeal strategy drives donations

Animal Rescue League of Iowa

Inspiring Donors with Email Appeals

148%

increase in YOY giving

16.6%

increase in email file size

193%

increase in online donations

“Working with the RKD digital team has felt like more of an extension of our own development team than working with a vendor.  Their years of experience, combined with knowledge on the emerging trends has aided us in making the best decisions for our fundraising program.”

Manager of Special Gifts & Partnerships

"

The Challenge

Low Donation Revenue from Email

The Animal Rescue League of Iowa was wanting to see growth in their digital fundraising program. Their original email program only consisted of direct mail companion emails, meaning that the organization was not taking full advantage of their email list.

Email Appeal Strategy

The Solution

Telling Their Story

RKD encouraged the organization to connect with their email recipients by sharing their rescue stories. Our email appeal strategy focused on animal rescue and emergency medical need stories. We also included an online-only match campaign, to drive overall digital growth.

Email Appeal Strategy

Breakthrough

Revenue Generating Email Campaigns

Just as you would tell a story in any direct mail fundraising campaigns, it’s important to remember to do the same in your email appeal strategy. Informing the donors of rescue stories and emergency need situations inspired them to give. Implementing this strategy increased email generated revenue from 1% to 34% within a year.

Just as you would tell a story in any direct mail fundraising campaigns, it’s important to remember to do the same in your email appeal strategy. Informing the donors of rescue stories and emergency need situations inspired them to give. Implementing this strategy increased email generated revenue from 1% to 34% within a year.

Email Appeal Strategy

Increasing visibility

RKD’s integrated match campaign resulted in:

20%

lift in overall revenue

$252

average gift size

10

million meals

The Objective

Maximize Donor Giving

Food Bank for New York City traditionally has a $1,000,000 match campaign every year in December. The goal is to raise $1,000,000, which will be matched to equal 10 million meals for those in need. RKD set out to enhance the strategy by integrating a two-month-long digital 10 Million Meal Match campaign.

The Solution

10 Million Meal Match

RKD enhanced the traditional year-end matching gift campaign by creating a more integrated strategy that involved direct mail, emails, light boxes, paid media, social media, on-air promotion and more. We shifted the focus from the dollar amount matched, to the number of meals that could be provided with the donation. In addition, while a double match runs from Nov. 1 – Dec. 31, we included key match days that increased to triple and quadruple matches.

Breakthrough

20% Lift in Overall Revenue

The reference of meals instead of donation dollars and mixing in donation multiples was key to growth. The campaign was a tremendous success with a 20% lift in overall revenue. With almost $1.2 million raised, the average gift came in at $252. Dec. 31, which utilized a 4x match, generated the highest single-day online revenue total for Food Bank for New York City.

The reference of meals instead of donation dollars and mixing in donation multiples was key to growth. The campaign was a tremendous success with a 20% lift in overall revenue. With almost $1.2 million raised, the average gift came in at $252. Dec. 31, which utilized a 4x match, generated the highest single-day online revenue total for Food Bank for New York City.

Increasing brand awareness

KidneyNation AKF

Optimization of Peer-to-Peer Drives Digital Growth

384%

increase in

social following

660%

increase in shared

social content

128%

increase in

fundraisers

The Challenge

Optimizing P2P Fundraising

The American Kidney Fund launched their peer-to-peer program, KidneyNation, to middling success. Personal fundraising is one of the most complex and difficult conversions to achieve, so they turned to RKD. Our aim was to help them find new ways to get users to sign up for individual do-it-yourself fundraising campaigns.

The Solution

Breakthrough Strategy to Build Awareness

RKD developed a strategy that included recruitment targeting via digital media as well as site optimization. The multi-layer approach built awareness of the P2P program, built interest in the reason to start a campaign and presented an offer for DIY fundraising.

breakthrough

128% Increase in DIY Fundraisers

We tested the changes made to optimize the website. The new website design had reduced bounce rates and increased “starting registrations” by 128%.

 

The improvement of their social media platform increased the social media following by 384% plus a 660% overall increase based on additional reach from the social-posted shared content. RKD’s acquisition and optimization efforts increased KidneyNation registrants by 200%.

We tested the changes made to optimize the website. The new website design had reduced bounce rates and increased “starting registrations” by 128%. The improvement of their social media platform increased social media following by 384% plus a 660% overall increase based on additional reach from the social-posted shared content. RKD’s acquisition and optimization efforts increased KidneyNation registrants by 200%.

Creating deeper relationships

Integrated breakthroughs reactivate lapsed donors

91%

increase in reactivating

lapsed donors

Lower

acquisition costs

New

strong performing packages

Analytics

Developing New List Models

To reactivate lapsed donors, RKD tested two separate lapsed models to identify the best candidates for giving again. One model focused on recently lapsed donors and the other on deeply lapsed.

donor stewardship

Creative

Testing New Creative

RKD also launched a lapsed creative track using the acquisition control as the starting point. We then aggressively tested against the control and within one year rolled out two new winning packages for lapsed reactivation.

direct mail

breakthrough

91% Increase In Reactivated Donors

RKD’s lapsed reactivation strategy led to a 91% increase in the number of reactivated donors. Developing list models to optimize lapsed donors also led to another benefit — significantly lower acquisition costs.

RKD’s lapsed reactivation strategy led to a 91% increase in the number of reactivated donors. Developing list models to optimize lapsed donors also led to another benefit — significantly lower acquisition costs.

Digital media fundraising success

RKD built a Digital Media strategy that brought:

58%

increase in new donors

$68.72

average gift from new donors

$41.03

net revenue per donor in
the fiscal year

“Our partnership with RKD Group has been critical and we are thankful for their expertise in campaign development, audience targeting, media planning and placement.”

Senior Manager, Digital Fundraising

"

THE CHALLENGE

Big Plans for Expansion

American Bible Society had lofty plans for expansion, requiring a new strategy for donor acquisition and mobile optimization. In order to meet our clients goals, RKD Group needed to provide innovative communication tactics and digital strategies to the current annual acquisition plans.

Digital Media Fundraising Success

THE SOLUTION

Targeted and Consistent Messaging

Goals required a strategy built around targeting the right audience, efficiently and consistently. RKD modeled donor acquisition by mirroring the demographics and donor patterns of direct mail lists. Digital media fundraising campaigns used a mix of digital channels, to consistently target audiences all year long.

Digital Media Fundraising

results

New Digitally Acquired Donors

Using digital media fundraising to achieve goals for expansion and targeting the right people for the right amount of time proved to be the best way for American Bible Society to grow their donor file. Analytics provided the optimal target audience. Digital media enabled them to share their story and build relationships with their future donors.

Using digital media fundraising to achieve goals for expansion and targeting the right people for the right amount of time proved to be the best way for American Bible Society to grow their donor file. Analytics provided the optimal target audience. Digital media enabled them to share their story and build relationships with their future donors.

A/B testing reveals donor motivation

Breakthrough Offer Lifts Average Gift

Focus

on children instead

of adults

13%

increase in average gift size

16%

higher net income

Changing The Focus

Donors Respond Better To Children’s Needs

RKD believed that highlighting children instead of adults would increase the appeal’s effectiveness, since our extensive experience showed that direct mail donors tend to be responsive to children’s needs. Even better, the expansion of Braille Institute’s Children’s Programs made it the perfect time to try this new offer and determine if A/B testing reveals donor motivation.

direct mail creative

50/50 Test

Testing Is Key

Due to our firm belief in testing, RKD divided the donor file into a 50/50 split test. One group received the control package, which featured the story of a blind woman asking donors to give a gift to keep Braille’s services free. The other group received a similar package, which showcased the story of a blind child and asked them to transform a youngster’s life by making a gift to supply children’s books to Braille’s library.

A/B Testing Reveals Donor Motivation

breakthrough

A/B Testing Reveals Donor Motivation

Results of our 50/50 split test showed that our “Children’s Ask” test group was more successful. Those that received the “Children’s Ask” package, showcasing the story of a blind child had a 13% higher average gift, resulting in a 16% higher net income. The story of transforming a youngster’s life by making a gift to supply children’s books was a more impactful story.

Results of our 50/50 split test showed that our “Children’s Ask” test group was more successful. Those that received the “Children’s Ask” package, showcasing the story of a blind child had a 13% higher average gift, resulting in a 16% higher net income. The story of transforming a youngster’s life by making a gift to supply children’s books was more impactful story.

Multichannel success

Multichannel breakthroughs reach new donors

10%

increase in file size

13%

increase in direct mail

net per donor

Converted

donors from new emails

“Thanks to RKD, paid search has become a vital channel for the acquisition of new donors. Through their optimization, number of new donors and value of the donors at inception is at a 5-year high.”

Director of Annual Giving

"

 

 

Multichannel Donor Conversion

Acquiring New Email Addresses

Lurie Children’s Hospital wanted to acquire more new donors. RKD developed a multi-channel donor conversion strategy that began as a list-building campaign. The offer, which was tied to Valentine’s Day, sparked new email acquisition and donor conversion.

Direct Mail Acquisition

Turning New Names Into New Donors

The program was so successful that RKD then tested the concept in direct mail. The direct mail acquisition included a specific URL for donors who want to give online. (On average, we’ve found that an additional 10% more donors who were mailed the direct mail acquisition went online to give.)

Breakthrough

Increase in Donors, Increase in Net

Digital Results:

10% increase in email file size
$6.53 cost to acquire an email
4% of the new emails acquired had converted to donors within two months

 

Direct Mail Results:

1.56% response rate (63% increase from the control package)
13% better net per donor

10% increase in email file size
$6.53 cost to acquire an email
Within two months, 4% of the new emails acquired had converted to donors

 

Direct Mail results:

1.56% response rate (63% increase from the control package)
13% better net per donor