RKD built a new list strategy that brought:

29%

increase in donors acquired

1,448

gifts across all core commands

68%

lift in YOY Thanksgiving Campaign

The Challenge

Shrinking Donor File and Low Investment

The Salvation Army came to RKD Group near the end of 2017 with a shrinking donor base. They felt that they had maxed out the available number of prospects available to them, and worried that mailing more names would increase their cost to acquire.

The Solution

New Data-Based Acquisition Strategy

RKD Group began by changing the acquisition mail sequence to optimize use of multi-buyers, then tested high-performing lists that were previously unused to The Salvation Army. Using RKD developed modeling, the analytics team was able to acquire incremental donors at a cost lower than traditional rental lists.

Salvation Army fundraising

Breakthrough

Highest Average Gift and Lowest CPDR in 3 Years

RKD Group exceeded forecasted net revenue goals for Thanksgiving and Christmas mailings, and increased the number of new donors acquired for the year, despite only working with The Salvation Army from October – December.

RKD Group exceeded forecasted net revenue goals for Thanksgiving and Christmas mailings, and increased the number of new donors acquired for the year, despite only working with The Salvation Army from October – December.