< Back to Results Acquisition is a year-round investment Challenge Like many other nonprofit organizations prior to the pandemic, St. Mary’s Food Bank was seeing acquisition get harder each year. Once COVID-19 hit the U.S., the food bank saw a record-breaking influx of donors who were looking for ways to support their community. Because they acquired so many donors in the spring, they were concerned that the fall would be another soft season for acquisition. Our Role Acquisition Creative Direction Direct Mail 34 Days to break-even point 1,825 New and reactivated donors $93,018 Raised through break-even date Solution RKD recommended that the food bank continue to lean in on their acquisition efforts in the fall. We worked together to update their annual Thanksgiving appeal, adding pandemic language into the intro that explained the increased need this holiday season due to COVID-19. The P.S. was shifted to highlight their offer: $1 = 7 meals. To supplement this, St. Mary’s also ramped up their paid media efforts to build brand awareness throughout the community. Results The appeal was an instant success, breaking even 34 days after the first gift, which is unheard of for acquisition. Within six weeks of sending the appeal, new and reactivated donor counts had reached 1,825. The appeal raised $93,018 and counting through the breakeven date. Click or drag to explore “We are so appreciative of our partnership with RKD Group. Their strategic efforts toward acquisition have brought a much-needed influx of new donors. They even proved that acquisition can be net-positive!” More Results View allView all Acquisition is a year-round investmentRead more > Building a database to help a national organization reach new heightsRead more > Increased spend, ad grant optimizations help disaster relief effortsRead more > Decade-long partnership leads to dramatic omnichannel growthRead more >
