For more than 100 years, Children’s Health has been on a mission to make life better for children. From humble beginnings in 1913 as a baby camp, Children’s Health has had a long-standing commitment to the community that includes not only high-quality patient care but also advocacy, education and preventive care.
RKD’s blind carrier against the established control resulted in:
19.8%
increase in revenue
66.6%
increase in average gift
14.6%
increase in net per donor
19.8%
increase in revenue
66.6%
increase in average gift
14.6%
increase in net per donor
The Challenge
A competitive acquisition market
In an increasingly competitive acquisition market, Children’s Health faced an aggressive goal to grow their donor file, while their control packages were achieving response rates below industry benchmarks.
The Solution
A blind carrier test
RKD hypothesized that creative testing based on other clients’ results could lift response and net income. We ran a blind carrier against Children’s Health’s established control featuring a teaser that said, “A FREE gift for you with our compliments.” We sent both versions to both rental and lapsed donors in September 2018.
Breakthrough
Increase in response and average gift size
The blind carrier was determined a success, with a 19.8% increase in response rate and a 66.6% increase in average gift size over the control carrier. In November 2018, a month later, the blind carrier was re-tested, and the response rate, average gift and net per donor continued to increase.
