RKD’s Pet Pantry-focused direct mail follow-up appeal resulted in:
$198,563
gross revenue raised
$87.98
average gift size
2,257
gifts dedicated to pet owners
$198,563
gross revenue raised
$87.98
average gift size
2,257
gifts dedicated to pet owners
THE CHALLENGE
Raising Donations for their Pet Pantry
In partnership with the Animal Relief Fund, Long Island Cares food bank created a pet pantry at their facility called Baxter’s Pet Pantry. In many cases, families in need of food assistance who also own pets are forced to put their pets up for adoption due to the added expenses of pet food, supplies and other services. The pantry makes free pet food and pet supplies available to pet-owning families in need. Families’ needs escalated even further during the pandemic. Long Island Cares wanted to raise funds from their current food bank donors specifically for their pet pantry.

THE SOLUTION
A Direct Mail Appeal Targeted at 2 Audiences
For the second year, RKD Group worked with the food bank to develop a direct mail appeal targeted at their food bank donors as well as those on their pet owner acquisition list. The messaging was a follow-up to last year’s appeal, explaining the unique ask and calling on the animal lovers’ emotions during this challenging time.
