RKD’s test ask array resulted in:

30%

lift in average gift

55%

lift in net per piece

3%

lift in response rate

The Challenge

Increasing mid-major gifts

For CHOP, the annual giving program has always been viewed as a cultivation ground for tomorrow’s major donor prospects. CHOP is always looking for solutions that will shorten the amount of time it takes for a donor to make a mid-level/major gift.

The Solution

Prioritizing donor giving capacity

RKD tested CHOP’s control ask array against a test version that prioritized a donor’s giving capacity over their recency, frequency, and monetary (RFM) history. When a donor’s wealth screening justified a higher ask than their RFM history, we would make a more aggressive ask.

Breakthrough

Cultivating new major giving prospects

The results were decisive. The new array boasts a 30% increase in average gift and an impressive 55% boost to net revenue. Even better, the high capacity array test lifted the response rate by 3%. This was a significant breakthrough because it can be rolled out to all annual giving efforts at no extra cost to CHOP, and it will rapidly expedite their ability to identify and cultivate new major giving prospects.

The results were decisive. The new array boasts a 30% increase in average gift and an impressive 55% boost to net revenue. Even better, the high capacity array test lifted the response rate by 3%. This was a significant breakthrough because it can be rolled out to all annual giving efforts at no extra cost to CHOP, and it will rapidly expedite their ability to identify and cultivate new major giving prospects.