Optimization of Peer-to-Peer Drives Digital Growth

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%.

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 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%.