RKD Group tested holiday labels, which resulted in:
56%
response rate increase among lapsed donors for label package
44%
response rate increase among new donors for label package
$58.59
average gift among both groups for label package
56%
response rate increase among lapsed donors for label package
44%
response rate increase among new donors for label package
$58.59
average gift among both groups for label package
The Challenge
Boost new donor acquisition and lapsed donor reactivation response
Nonprofits can raise as much as 50 percent of their annual revenue during their year-end ask, so the holiday season is a crucial time. The response rate for Food Bank of the Rockies had been decreasing in recent years, so they turned to RKD Group to help both recapture lapsed donors and acquire new donors.

The Solution
Label testing
RKD Group implemented a direct mail testing strategy involving holiday labels for two mailing lists: lapsed donors and potential new donors. Each mailing list was split in two, with half receiving free holiday mailing address labels and the other half receiving a “‘Tis the Season” donation ask message.
