St. Mary’s Food Bank is truly a community-based organization. Individual donors, corporate donors, and private grants help feed hungry individuals and families in our area. Serving 9 of Arizona’s 15 counties, we are committed to volunteerism, building community relationships and improving the quality of life for Arizonans in need.
RKD implemented a 31 Days of Giving Email Campaign that brought:
824
gifts
$298
average gift size
$245,812
in gross revenue
824
gifts
$298
average gift size
$245,812
in gross revenue
The Challenge
Lack of December Donations
St. Mary’s Food Bank saw a need for more gifts at the end of the year. RKD decided the best way to gain more gifts in a timely manner was to build a campaign emphasizing a sense of urgency and need for more donations.
The Solution
Using Email to Build Urgency
RKD created a strategy that consisted of a set number of emails, each sent a week apart at a specific date. Each email referenced how many days were left in the 31 Days campaign, as well as one that increased the sense of urgency for the donor to give by using countdown language in the graphics and copy. To continue this goal of boosting revenue, the entire month of December also featured a match, including a one-day-only triple match campaign.
Breakthrough
Most Successful Campaign in St Mary’s History
This campaign was incredibly successful. Overall, email-specific revenue increased 98% year-over-year. We brought in a total 824 gifts with $245,812 in gross revenues. We targeted existing donors, volunteers, website sign-ups and event participants for the match emails.
