RKD tested a new offer which resulted in:
46%
improved response rate
59%
increase in net income
27%
lower cost per dollar raised
46%
improved response rate
59%
increase in net income
27%
lower cost per dollar raised
The Challenge
Test results in line with control
This year, we were looking for a new offer to test against the long-standing control offer of drug smuggling with the goal of increasing engagement.

The Solution
Statement of support
We tested a new statement-of-support package. Included was a Johnson Box on the letter that summarized the donor’s total giving in each of the last several years, based on gifts received as of a certain date. The letter thanked them for their support and explained that, as CGF embarks on the second half of the year, help was needed to provide essential services to Coast Guard members. While the execution was the same, copy versions were written to speak to active donors vs. lapsed donors.
