After RKD’s first full year of managing the program, year-over-year highlights include:

10%

increase in gross revenue

14%

decrease in expenses

4,372

new donors through direct mail

THE CHALLENGE

A new vision for the future

RKD became the agency of record for the Operation Smile direct-response program in Canada in late 2018 and took over both the acquisition and retention work. At that time there was a new CEO joining the organization, who brought a new vision and a drive for better results, more efficiency and out-of-the-box creative thinking.

THE SOLUTION

Development of projects that support acquisition, retention

We conducted a full analysis of donor performance and overhauled the segmentation based on new insights. We also revamped the communication calendar to include a balance of hard-working and seasonally-relevant fundraising appeals alongside donor-centric stewardship materials. RKD developed a family of control appeals and instituted rigorous offer, creative and segmentation testing in an effort to continually optimize. We reintroduced engaging stewardship pieces that brought the impact of donor giving to life while priming the audience for the biggest gift-giving season of the year.

We launched fresh, emotional creative that supported rich storytelling and innovative engagement materials such as bouncebacks and premiums. We reintroduced acquisition—both through direct mail and DRTV efforts—and introduced highly-personalized, middle-donor materials, efficiently leveraging regular donor materials. Finally, we recommended an addition to the calendar in late 2019—a simple, crisis appeal focused on a funding shortage in a particular region.

breakthrough

Driving revenue, new donors

The crisis appeal alone generated an incremental $350,000 in gross revenue. In addition, overall program year-over-year highlights included a 10% increase in gross revenue with a 14% decrease in expenses. Our work generated 4,372 new donors through direct mail.

The crisis appeal alone generated an incremental $350,000 in gross revenue. In addition, overall program year-over-year highlights included a 10% increase in gross revenue with a 14% decrease in expenses. Our work generated 4,372 new donors through direct mail.