Founded in 1936, Los Angeles Mission (LAM) is a nonprofit, privately supported, faith-based organization that serves the immediate and long-term needs of homeless and disadvantaged men, women and children. The Mission is among the nation’s largest service providers to the homeless.
RKD Group tested a new reply package
10%
increase in response rate
20%
increase in net income
10%
increase in gross per piece
10%
increase in response rate
20%
increase in net income
10%
increase in gross per piece
The challenge
May follow-up appeal did not perform well
Looking at previous results, LAM’s May Follow-Up appeal in FY18 did not perform as well as it had in the previous years. LAM wanted to drive a higher response rate for core donors and increase net revenue.
The solution
A two-thirds reply package
RKD Group recommended testing a two-thirds reply package against LAM’s existing control package. The tested reply form design had graphics, photos and minimal copy on two of the three panels. The third panel included a reply slip that donors could use to make a gift. The design matched the LAM brand by including their brand colors. Large graphics were used to show that every $2.03 helps provide 2 meals and care to someone in need. By pairing the new and improved design elements with a match, we were sure that the test would prove a success. The two-thirds reply further engaged donors with the photos and messaging of who their gift was helping. The reply package also gave us the opportunity to reinforce a match effortlessly, making it a no brainer to donors to give.
Breakthrough
Increased response = increase in revenue
The result was a 10% increase in response rate and a 20% increase in both net income and net per piece.
