The North Texas Food Bank (NTFB) is a hunger relief organization with a proven record of accomplishment. They focus on providing their hungry neighbors with access to nutritious foods. Each day, the NTFB and their feeding network provide access to more than 190,000 meals for hungry children, seniors and families across the 13 counties they serve.
RKD Group implemented a multichannel strategy that brought in:
141%
increase in new donors
57%
increase in total revenue
53%
increase in donors giving a second gift
141%
increase in new donors
57%
increase in total revenue
53%
increase in donors giving a second gift
The Challenge
Reversing a 4-year decline in new donors
North Texas Food Bank had a well-established direct mail program, but digital marketing efforts were still “back of mind.” They wanted to invest in a multichannel strategy that could boost revenue and bring in additional donors as they push to increase the number of meals they provide annually from 72 million today, to 92 million by 2025.
The Solution
Coordinating a year-long plan across channels
RKD developed a robust content calendar that planned out all direct mail, online, email and media efforts for the fiscal year. This allowed consistent messaging, creative and branding to build and cultivate a relationship with donors over time. Direct mail efforts were improved through testing. On the digital side, tracking was implemented to provide more visibility, and the online donation form page was optimized to increase the number of conversions.
Breakthrough
Lift in new donors and revenue
The North Texas Food Bank saw increases in every facet of the program. The well-established direct mail campaign saw a 7.2% increase in revenue, and the new investment in digital efforts provided an even greater impact. Digital revenue tripled to nearly match the direct mail total, and the number of new digital donors doubled.
