RKD tested a new offer which resulted in:

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.

Breakthrough

Test package crushes our control

The statement-of-support test package had some impressive results. Costs were even with the control, which lead to a 59% lift in net revenue as a result of a 46% increase in donor response.

The statement-of-support test package had some impressive results. Costs were even with the control, which lead to a 59% lift in net revenue as a result of a 46% increase in donor response.