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

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.

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.