For more than 100 years, the Humane Society of Tampa Bay has been dedicated to ending animal homelessness and providing care and comfort for companion animals in need. The humane society is committed to the highest standards in animal sheltering and veterinary care.
By reinvesting in their acquisition strategy, the Humane Society of Tampa Bay saw:
18.7%
rise in overall revenue
21.7%
lift in active donors
37.9%
increase in new donors
18.7%
rise in overall revenue
21.7%
lift in active donors
37.9%
increase in new donors
THE CHALLENGE
Cutting acquisition efforts
In 2017, part of the Humane Society of Tampa Bay’s budget for acquisition was reallocated to other areas of the organization. Because of this, their active donor numbers and overall revenue began a multiyear decline. Two years later, they were looking for a way to turn this decline around.
THE SOLUTION
Reinvesting in an acquisition program
In 2019, RKD Group helped the Humane Society of Tampa Bay begin reinvesting in their direct mail acquisition strategy. An emphasis was put on targeting high-value donors who would stick around and support their organization for years to come.
breakthrough
Program-wide increases
Cuts to acquisition can take years to come back from, however the move to reinvest in their acquisition efforts paid off in more ways than one. The Humane Society of Tampa Bay saw an 18.7% rise in overall revenue. Their active donor file increased by 21.7%, and their new donor numbers rose by 37.9%. Like we always say – acquiring better donors leads to higher retention, and this case was no different. Overall retention numbers for the Humane Society of Tampa Bay increased by 6.4%.
