Founded in 1982, the North Texas Food Bank (NTFB) is a Dallas nonprofit hunger relief organization that distributes donated, purchased and prepared foods through a network of more than 200 partner agencies in 13 counties. As a member of Feeding America, NTFB supports the nutritional needs of children, families and seniors through education, advocacy and strategic partnerships.
RKD tested a direct mail match package that resulted in:
74%
increase in net revenue
35%
increase in average gift
15%
increase in response
74%
increase in net revenue
35%
increase in average gift
15%
increase in response
The Challenge
Drawing attention to the summer meals campaign
Since NTFB’s summer campaign typically includes a match, our goal was to increase their metrics as much as possible. Summer months are difficult for hungry children who may not have access to meals outside of school. We emphasized the critical need to donate and motivated donors to take advantage of the matching gift.
The Solution
Testing a new mail package
We had seen great success in testing a “million meals” package with other food bank clients. To increase revenue for the May initial campaign, RKD recommended a similar approach to NTFB, using urgent messaging and emphasizing the fact that 2 million meals could be provided given the $300,000 match provided.
Breakthrough
Package test resonates with donors
With this package test, cost did not increase, yet all other metrics multiplied. We expected this package to be successful, but the “million meals” really resonated with donors. It performed extremely well due to the urgent language and deadline for the donor. The result was a 74% increase in net revenue, 35% increase in average gift and a 15% increase in response.
