Hope and Healing, formerly Christian Blind Mission (CBM) is an international Christian development organization, committed to improving the quality of life of people with disabilities in the poorest communities of the world. Based on its religious values and more than 100 years of professional expertise, Hope and Healing addresses poverty as a cause, and a consequence, of disability, and works in partnership to create a society for all.
RKD Direct Point’s integrated video campaign (IVC) led to:
21%
Response rate
$667
Average gift size
$46,644
over expected revenue
21%
Response rate
$667
Average gift size
$46,644
over expected revenue
The Challenge
Lack of significant revenue from mid-level donors
Hope and Healing Canada approached us and asked us to help them generate more revenue from their mid-level donors. Up to this point, the only engagement with this important group was through a direct mail program.
The Solution
Well-developed donor communication
To optimize this high-value segment of donors, RKD Direct Point developed a donor-communication treatment around a powerful offer, breakthrough creative and an appropriate dollar-handle strategy. We introduced a proprietary IVC that utilized targeted communication efforts that were creatively designed to build excitement and urgency. This spoke to the sensibilities of the higher-value donor segment.
Breakthrough
Video campaign
is a hit
This unique video campaign is now the annual anchor fundraising event of the year for Hope and Healing Canada’s most engaged donors. We have now also successfully integrated this concept into many mid-level donor programs.
