The Atlanta Humane Society is a no-kill shelter providing sheltering, adoption, veterinary care and community outreach. As one of the oldest charities in Atlanta, they have been caring for their community and its animals for more than 148 years.
After three months of using RKD’s major donor model, Atlanta Humane Society saw:
57
donors upgrade to Guardians Circle
10%
increase in revenue YOY
81%
of the $500+ donors increase their YOY gifts
57
donors upgrade to Guardians Circle
10%
increase in revenue YOY
81%
of the $500+ donors increase their YOY gifts
THE CHALLENGE
Growing major donor society
When the Atlanta Humane Society partnered with RKD Group, they were looking for a way to grow their Guardians Circle, a society of major donors who give $1,000 or more each year in support of the various programs the organization offers.
THE SOLUTION
Using the major donor model
Working together, we adapted our major donor model to fit their needs by profiling their donors and identifying 5,000 mid-level donors who were most likely to upgrade to $1,000 or more. From there, we segmented the list up into deciles, ranking their likelihood to give from highest to lowest.
Once these donors were categorized, Atlanta Humane Society began to upgrade messaging and strategically communicate with this special group through targeted wellness calls, emails, virtual event invites, direct mail packages and acknowledgement postcards.
breakthrough
Hard work pays off
After just three months of using the major donor model, their hard work quickly paid off with a 10% increase in revenue year over year! Thanks to the targeted messaging and strategic communications, Atlanta Humane Society saw 57 donors upgrade to their Guardians Circle. In addition, 81% of the $500+ donors they communicated with increased their YOY gifts.
