RKD’s emergency appeal produced a record response:

506%

lift in gross revenue over 2019 control

36%

increase in response rate

18%

year over year rise in average gift

The Challenge

Challenging times ahead

As the COVID-19 pandemic advanced, Los Angeles Mission faced a whole new set of challenges on Skid Row. Among these new challenges was a 100% increase in people needing food boxes and takeaway meals at the same time as volunteer help significantly declined. To make matters worse, April has traditionally been a challenging month to raise funds, let alone the revenue needed during this challenging season.

The Solution

Urgent emergency appeal

We moved rapidly to shift the focus of our April appeal to an urgent appeal with COVID-19 messaging. This package explained the situation Los Angeles Mission was facing on Skid Row and invited donors to help fill the gap.

Breakthrough

Record-setting response

Just two weeks after mailing, the emergency appeal had already set a record for April fundraising. The appeal generated a 506% lift in gross revenue compared to the control from 2019. Response rate increased by 36%, and the average gift was up 18% year over year.

Just two weeks after mailing, the emergency appeal had already set a record for April fundraising. The appeal generated a 506% lift in gross revenue compared to the control from 2019. Response rate increased by 36%, and the average gift was up 18% year over year.