RKD’s One-Year Anniversary package resulted in:
“I was intrigued when my RKD team discussed a COVID-19 One-Year Anniversary piece. I thought it could resonate with our donors and share how their support really got us through the darkest days but kept my expectations low because of donor and COVID fatigue. I was blown away by the results of this campaign and grateful for the guidance and support from my amazing RKD team.”
Marijo Martinec, CEO
Retaining COVID donors
During the COVID-19 pandemic, Food Bank of Northern Indiana welcomed an influx of new, reactivating and upgrading donors. The food bank was looking for a way to retain these new donors and thank them for stepping up in the midst of a pandemic.
Creating an anniversary appeal
A year after the start of the pandemic, we decided to send an anniversary appeal that focused on the good that donors had made happen in such a devastating year. The piece included a letter from the CEO and an impact report that shared high-level stats since the pandemic hit and individual stories of the people their donations had helped. The package was sent to their 0-24 month $10+ audience, including all new COVID donors.