Strategic Donor Targeting

22%

increase in conversion rates

$50

average gift size

$1 Million

raised annually

“The Coast Guard Foundation has been working with RKD Group since 2010 and they have been instrumental in helping us transform as an organization. They are tremendously responsive to our needs and we always feel like their number one priority.”

Senior Vice President of Development

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The Challenge

Increasing Email File Size

The Coast Guard Foundation wanted to grow their house email file with digital media. That’s a short and simple goal until you peek under the hood of the idea. For this initiative to be a success, the emails need to be high quality—meaning from people who have legitimate affinity for an organization like the Coast Guard Foundation.

The Solution

Data-Based Strategy

RKD developed targeting strategies by aggregating data from existing channels, including direct mail, list research, email performance insights, and website analytics.

Once the targeting was established, RKD went to work creating the right offer. We built a campaign designed toward boating enthusiasts and the niche topics of interest they follow.

Breakthrough

Successful Targeting

Through careful targeting and placing the right offer to the right people, RKD was able to integrate brand goals with the target market. Ever since, the performance has been incredible. Conversion rates for this acquisition program are 22%. That’s 440% higher than the industry average.

 

Successful campaigns require deeper planning. It’s about finding the right combination of channels, traffic opportunities, and conversion strategies along with the creative concept that makes a campaign effective.

Through careful targeting and placing the right offer to the right people, RKD was able to integrate brand goals with the target market. Ever since, the performance has been incredible. Conversion rates for this acquisition program are 22%. That’s 440% higher than the industry average.

Successful campaigns require deeper planning. It’s about finding the right combination of channels, traffic opportunities, and conversion strategies in addition to the creative concept that makes a campaign effective.