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