Breakthrough Offer Lifts Average Gift

Focus

on children instead

of adults

13%

increase in average gift size

16%

higher net income

Changing The Focus

Donors Respond Better To Children’s Needs

RKD believed that highlighting children instead of adults would increase the appeal’s effectiveness, since our extensive experience showed that direct mail donors tend to be responsive to children’s needs. Even better, the expansion of Braille Institute’s Children’s Programs made it the perfect time to try this new offer and determine if A/B testing reveals donor motivation.

A/B Testing Reveals Donor Motivation

50/50 Test

Testing Is Key

Due to our firm belief in testing, RKD divided the donor file into a 50/50 split test. One group received the control package, which featured the story of a blind woman asking donors to give a gift to keep Braille’s services free. The other group received a similar package, which showcased the story of a blind child and asked them to transform a youngster’s life by making a gift to supply children’s books to Braille’s library.

A/B Testing Reveals Donor Motivation

breakthrough

A/B Testing Reveals Donor Motivation

Results of our 50/50 split test showed that our “Children’s Ask” test group was more successful. Those that received the “Children’s Ask” package, showcasing the story of a blind child had a 13% higher average gift, resulting in a 16% higher net income. The story of transforming a youngster’s life by making a gift to supply children’s books was a more impactful story.

Results of our 50/50 split test showed that our “Children’s Ask” test group was more successful. Those that received the “Children’s Ask” package, showcasing the story of a blind child had a 13% higher average gift, resulting in a 16% higher net income. The story of transforming a youngster’s life by making a gift to supply children’s books was more impactful story.