The American Kidney Fund is the nation’s leading non-profit working on behalf of the 30 million Americans with kidney disease. Their mission is to help people fight kidney disease and live healthier lives. They fulfill that mission by providing a complete spectrum of programs and services: prevention activities, top-rated health educational resources, and direct financial assistance enabling 1 in 5 U.S. dialysis patients to access lifesaving medical care, including dialysis and transplantation. They also invest in clinical research to improve outcomes for kidney patients and fight tirelessly on Capitol Hill for legislation and policies supporting the issues that are important to the people we serve.
Optimization of Peer-to-Peer Drives Digital Growth
384%
increase in
social following
660%
increase in shared
social content
128%
increase in
fundraisers
384%
increase in
social following
660%
increase in shared
social content
128%
increase in
fundraisers
The Challenge
Optimizing P2P Fundraising
The American Kidney Fund launched their peer-to-peer program, KidneyNation, to middling success. Personal fundraising is one of the most complex and difficult conversions to achieve, so they turned to RKD. Our aim was to help them find new ways to get users to sign up for individual do-it-yourself fundraising campaigns.
The Solution
Breakthrough Strategy to Build Awareness
RKD developed a strategy that included recruitment targeting via digital media as well as site optimization. The multi-layer approach built awareness of the P2P program, built interest in the reason to start a campaign and presented an offer for DIY fundraising.
breakthrough
128% Increase in DIY Fundraisers
We tested the changes made to optimize the website. The new website design had reduced bounce rates and increased “starting registrations” by 128%.
The improvement of their social media platform increased the social media following by 384% plus a 660% overall increase based on additional reach from the social-posted shared content. RKD’s acquisition and optimization efforts increased KidneyNation registrants by 200%.
