Multichannel breakthroughs reach new donors

10%

increase in file size

13%

increase in direct mail

net per donor

Converted

donors from new emails

“Thanks to RKD, paid search has become a vital channel for the acquisition of new donors. Through their optimization, number of new donors and value of the donors at inception is at a 5-year high.”

Director of Annual Giving

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Multichannel Donor Conversion

Acquiring New Email Addresses

Lurie Children’s Hospital wanted to acquire more new donors. RKD developed a multi-channel donor conversion strategy that began as a list-building campaign. The offer, which was tied to Valentine’s Day, sparked new email acquisition and donor conversion.

Direct Mail Acquisition

Turning New Names Into New Donors

The program was so successful that RKD then tested the concept in direct mail. The direct mail acquisition included a specific URL for donors who want to give online. (On average, we’ve found that an additional 10% more donors who were mailed the direct mail acquisition went online to give.)

Breakthrough

Increase in Donors, Increase in Net

Digital Results:

10% increase in email file size
$6.53 cost to acquire an email
4% of the new emails acquired had converted to donors within two months

 

Direct Mail Results:

1.56% response rate (63% increase from the control package)
13% better net per donor

10% increase in email file size
$6.53 cost to acquire an email
Within two months, 4% of the new emails acquired had converted to donors

 

Direct Mail results:

1.56% response rate (63% increase from the control package)
13% better net per donor