Founded in 1969, the Coast Guard Foundation (CGF) provides education, support, and relief for the brave men and women who enforce maritime law, protect our homeland, and preserve the environment. The Coast Guard Foundation provides vital support that the U.S. government cannot provide to Coast Guard members and their families.
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.
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.
