RKD’s pre-churn strategy led to year-over-year results:

2.2%

increase in response rate

35.57%

increase in average gift

8.7%

increase in net revenue

The Challenge

Retention: Second Gift

Beginning in 2016, RKD and HALO began adding an anniversary lift note into the direct mail appeal packages for those donors who have not made a second gift in nine months.  This segment was touching loyal donors as well as new donors who had not yet made a second gift in a year.  By wishing the donors a happy anniversary, the lift note lightly touched on the donor making another gift.

The Solution

Cutting back on mail volume

To adjust how many touches this group of donors received and to make sure the lift note did not distract from the package, beginning in 2019 we reduced the number of lift notes and only used the strategy in packages that did not have another loose insert. For some donors in the segment, their last gift might have been 10 to 11 months.

Breakthrough

Year-over-year results

With the reduction in volume, we were able to reduce costs for the organization. However, just because we were mailing less didn’t mean they weren’t seeing results! The response rate for this segment of donors increased by 2.2% over the previous year, and the average gift was raised by 35.57%. The cost savings of fewer mailings also resulted in an 8.7% increase in net revenue.

With the reduction in volume, we were able to reduce costs for the organization. However, just because we were mailing less didn’t mean they weren’t seeing results! The response rate for this segment of donors increased by 2.2% over the previous year, and the average gift was raised by 35.57%. The cost savings of fewer mailings also resulted in an 8.7% increase in net revenue.