The Salvation Army Northwest Division is an evangelical part of the universal Christian Church. Its message is based on the Bible. Its ministry is motivated by the love of God. Its mission is to preach the gospel of Jesus Christ and to meet human needs in His name without discrimination.
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
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
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.
