Long Island Cares is one of the region’s most comprehensive hunger assistance organizations, serving thousands of individuals and families in need. Their mission is to bring together all available resources for the benefit of the hungry on Long Island and provide to the best of their ability for the humanitarian needs of their community.
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.
breakthrough
Food Bank Donors Turned Animal Lovers
Once again, the support from donors was huge, and the revenue from the follow-up mailing was three times the amount from the year before. Even though the appeal was sent to food bank donors, 2,257 gifts poured in to support pets in need. The average gift amount was $87.98 and was as high as most of their donor appeals. Gross revenue totaled $198,563.
