Partners In Health (PIH) strives to achieve two overarching goals: to bring the benefits of modern medical science to those in need and to serve as an antidote to despair. PIH draws on the resources of the world’s leading medical and academic institutions and on the lived experience of the word’s poorest and sickest communities.
RKD added personalization to a test package that led to a:
34%
increase in average gift
40%
increase in net income
38%
increase in gross per piece
34%
increase in average gift
40%
increase in net income
38%
increase in gross per piece
The Challenge
Wanted to personalize the year-end package
The November year-end initial appeal is an important driver of year-end revenue. PIH was looking for ways to improve the package and make it more personal for the donor.
The Solution
Tested adding personalization to the letter
We tested adding a “valued partner since <<year>>” variable to the closed-face carriers above the address block, and to the letter above the address block for the left-window packages. The variable pulls in the first year the donor gave a gift to PIH, thus showing the donor how long their support has made an impact and that a record of their support is being kept. This variable makes the package more personal for the donor, which leads them to feel more inclined to give and keep their record of support going.
Breakthrough
Increase in response rate and average gift
We saw positive results from the test, with a 34% increase in average gift size and a 40% increase in net income. The increase in response rate and test success has led us to include this variable in all appeals for PIH.
