RKD Group tested a new reply package

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.

The result was a 10% increase in response rate and a 20% increase in both net income and net per piece.