The ARL serves people and pets from across the state of Iowa through its programs, which include pet adoption, humane education, pet behavior training, spay/neuter, animal cruelty intervention and much more. The Animal Rescue League is dependent on individual and corporate contributions to care for its animals.
Inspiring Donors with Email Appeals
148%
increase in YOY giving
16.6%
increase in email file size
193%
increase in online donations
148%
increase in YOY giving
16.6%
increase in email file size
193%
increase in online donations
“Working with the RKD digital team has felt like more of an extension of our own development team than working with a vendor. Their years of experience, combined with knowledge on the emerging trends has aided us in making the best decisions for our fundraising program.”
Manager of Special Gifts & Partnerships
The Challenge
Low Donation Revenue from Email
The Animal Rescue League of Iowa was wanting to see growth in their digital fundraising program. Their original email program only consisted of direct mail companion emails, meaning that the organization was not taking full advantage of their email list.
The Solution
Telling Their Story
RKD encouraged the organization to connect with their email recipients by sharing their rescue stories. Our email appeal strategy focused on animal rescue and emergency medical need stories. We also included an online-only match campaign, to drive overall digital growth.
Breakthrough
Revenue Generating Email Campaigns
Just as you would tell a story in any direct mail fundraising campaigns, it’s important to remember to do the same in your email appeal strategy. Informing the donors of rescue stories and emergency need situations inspired them to give. Implementing this strategy increased email generated revenue from 1% to 34% within a year.
