RKD ran a competitive analysis, leveraged the learnings and developed a package that led to:

500%

increase in catalog revenue
since 2009

Only 50%

increase in expense budget

5

catalogs produced per year
at minimum

The Challenge

A holiday catalogue plateau

Save The Children USA’s holiday catalog had previously enjoyed several years of growth but had begun to plateau. RKD was challenged to boost growth in the catalog and reach new levels of revenue and segmentation expansion. In 2008, we became the Agency of Record for STC’s Gifts of Joy holiday catalog. In this role, we provided overall strategic direction, creative design and print-production management for the new and improved catalog.

The Solution

A new online and offline approach with corresponding communications

As a part of the solution, we produced catalog versions for donor acquisition, house-file cultivation and mid-level donors. This included product selection and development, original photography and video assets and graphic design elements.

Breakthrough

Catalogue revenue increases 5 times

Today, STC’s catalog revenue is five times higher than in 2009, with only a 50% increase in expense budget. Currently, we produce a minimum of five catalogs each year across a variety of segments, which include regular, mid-level, sustainer and emergency-acquired donors.

Today, STC’s catalogue revenue is five times higher than in 2009, with only a 50% increase in expense budget. Currently, we produce a minimum of five catalogues each year across a variety of segments, which include regular, middle, sustainer and emergency-acquired donors.