RKD Direct Point’s integrated video campaign (IVC) led to:

21%

Response rate

$667

Average gift size

$46,644

over expected revenue

The Challenge

Lack of significant revenue from mid-level donors

CBM 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 CBM Canada’s most engaged donors. We have now also successfully integrated this concept into many mid-level donor programs.

This unique video campaign is now the annual anchor fundraising event of the year for CBM Canada’s most engaged donors. We have now also successfully integrated this concept into many mid-level donor programs.