Since 1816, American Bible Society has been making the Bible available to every person in a language and format each can understand and afford, so all people may experience its life-changing message. One of the nation’s first and most enduring ministries, American Bible Society today advocates for all people to apply the Bible’s teachings to their lives in a way that transforms their relationship with God and others.
RKD’s multichannel strategy adjustments resulted in:
$12.8
million in net revenue
6%
increase in direct mail revenue
16%
increase in digital revenue
7%
lift in renewal rates
219
planned giving leads identified
$12.8
million in net revenue
6%
increase in direct mail revenue
16%
increase in digital revenue
7%
lift in renewal rates
219
planned giving leads identified
“Our partnership with RKD Group has been critical, and we are thankful for their expertise in campaign development, audience targeting, media planning and placement.”
Jane McGrath, Senior Manager, Digital Giving
THE CHALLENGE
Budget cuts
American Bible Society had to make the difficult decision to scale back their budget. The budget cut coincided with the pandemic, creating an even more challenging Q3 and Q4. Despite the reduction, RKD and American Bible Society were still looking to meet their revenue goals for the year to help support their mission.
THE SOLUTION
Adjusting our multichannel strategy
RKD worked with American Bible Society to adjust their strategy across channels. For their digital program, we utilized engager targeting and personalization to better reach donors. For their direct mail program, we added special editions to their “Good News Newsletter,” including a Troops-focused edition and an Emergency COVID-focused edition. We also added triple-match offers to multiple appeals and tested a new package in one of their February slots. Finally, we shifted some of their remaining budget into acquisition to bring in new direct response donors.
breakthrough
Exceeding revenue goals
Our adjustments helped American Bible Society reach and exceed their revenue goals despite budget cuts! Net revenue totaled $12.8 million, a 15.21% increase over FY19 and an all-time high for the Community Giving Direct Response program. Direct mail raised $1.8 million more than the previous year, and digital raised $262,000 more. Their renewal rate increased by 7% year over year, renewing 6,500 more donors than in FY19. This increase in retention drove $630,000 in additional gross revenue. The Community Giving Direct Response program also generated 219 planned giving leads, with a potential value of $2.59 million.
