American Bible Society works nationally and globally to provide God’s written word to places that wouldn’t normally have access. Through translation, distribution and ministry partnerships, American Bible Society aims to see 100 million people engaged with the Bible in the next ten years.
RKD built a planned giving campaign that brought:
1.4%
response rate
$45.00
average gift
1,800
re-engaged donors
1.4%
response rate
$45.00
average gift
1,800
re-engaged donors
The Challenge
Lapse Donor Prevention
The American Bible Society was experiencing five-year highs in all performance metrics but RKD knew that 25,000 valuable core donors would lapse at the end of the year. Because the ABS core donor value is four times greater than a new donor, we had to engage them again.
The Solution
Matching Challenge
American Bible Society’s Matching Challenge focused on 7-12-month core donors who had given two or more consecutive years. The direct mail appeal included a letter that urged for their loyalty, provided a specific landing page for donors who preferred online giving and a follow-up email to keep them in the loop.
Breakthrough
1,800 Re-engaged Donors
This effort engaged 1,800 donors and prevented them from lapsing. At a donor value of $138, these donors have the potential to raise almost $250,000 next year.
