RKD’s personal ‘story-led’ packaging resulted in:

28%

lift in average gift

30%

cost savings

83%

YOY lift in net revenue

The Challenge

Decline in spring giving

For CHOP, the spring has always been an important driver of revenue for the back half of the fiscal year. Unfortunately, results for CHOP’s longstanding control package in this time slot had been on a multiyear decline.

The Solution

Personal story-led packaging

RKD replaced CHOP’s institutional spring label control package with a more personal “story-led” package. The new package highlighted the story of Camryn, a patient at CHOP who was diagnosed with microcephaly and two other brain malformations. The letter went on to describe the important role research plays in caring for Camryn and other children diagnosed with rare conditions. The labels were also replaced with a photo card featuring Camryn’s picture.

Breakthrough

Lift in average gift

The new package was a big success. The personal, story-led creative lifted the average gift by 28%. This led to a 19% lift in gross revenue. We were also able to reduce the cost of this package by 30%, which led to an impressive 83% YOY lift in net revenue.

The new package was a big success. The personal, story-led creative lifted the average gift by 28%. This led to a 19% lift in gross revenue. We were also able to reduce the cost of this package by 30%, which led to an impressive 83% YOY lift in net revenue.