RKD’s omnichannel strategy lead to YOY program results:

39%

increase in direct mail gross revenue

90%

lift in digital gross revenue

206%

rise in new digital donor counts

“As soon as our partnership began, RKD Group worked quickly and strategically to re-establish and stabilize our acquisition and retention efforts. In just the first six months, we saw tremendous growth in both direct mail and digital. We can’t wait to see what the next year has in store!”

Sara Beksinski, Director of Development, The Salvation Army, Northwest Division

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THE CHALLENGE

A program in decline

Prior to joining RKD Group, The Salvation Army Northwest Division was facing a decline in gross revenue. Direct mail was projected to be down by more than 2.8%, and their digital program was flat. Core donors – those who give two or more consecutive years and have the highest likelihood of becoming major donors – were also on the decline. The organization came to us looking for a way to turn this decline around.

THE SOLUTION

Omnichannel strategy focused on growth

RKD implemented an omnichannel strategy that combined data & analytics, creative, direct mail and digital strategies to generate growth. We worked with the organization to re-establish core donors, remain consistent in acquisition and stabilize retention.

In the midst of all this, COVID-19 hit. RKD and The Salvation Army Northwest Division immediately pivoted, shifting media spend to focus on COVID-19 response ads, creating a pandemic-focused email campaign, and expedited a new emergency mailing to highlight their efforts throughout the pandemic. We also worked together to implement a COVID-19 donor retention plan.

breakthrough

Major strides in record time

After just six months of partnership, The Salvation Army Northwest Division saw some pretty incredible results! Direct mail gross revenue was up 39% and digital gross revenue was up a whopping 90% year over year. The focus on digital acquisition also paid off, with a 206% increase in new digital donors.

After just six months of partnership, The Salvation Army Northwest Division saw some pretty incredible results! Direct mail gross revenue was up 39% and digital gross revenue was up a whopping 90% year over year. The focus on digital acquisition also paid off, with a 206% increase in new digital donors.