The Challenge

Updating annual Easter cards

Each year, City Rescue Mission sends out an annual Easter card. This year, these cards were being sent to mid-major donors, including those identified by RKD’s custom reporting tool, as a cultivation piece in a strategic relationship development series. However, when COVID-19 began to spread, CRM wanted to ensure that the messaging was relevant to the current reality.

The Solution

A message of hope

With some subtle updates, RKD was able to work with CRM to make sure these Easter cards offered a message of hope to the mid-major donors they had worked so hard to build connections with. The Easter card went out as planned with a reply envelope included.

Breakthrough

Successfully strengthening relationships

Despite this being a cultivation piece, the timely message of hope resonated with CRM’s donors. Early revenue totaled more than $38,524. The success of this piece was a direct correlation to the strategic steps made to strengthen relationships among mid-major donors.

Despite this being a cultivation piece, the timely message of hope resonated with CRM’s donors. Early revenue totaled more than $38,524. The success of this piece was a direct correlation to the strategic steps made to strengthen relationships among mid-major donors.