RKD’s lapsed reactivation strategy brought in:
Decline in second-year donor retention
Feeding the Gulf Coast had seen a decline in second-year donor retention for three years. Because of this, we wanted to work on targeting this segment and reactivating them. This became especially critical during the COVID-19 pandemic as the food bank was seeing a rise in need for emergency food assistance.
We started mailing anniversary letters bi-monthly to their second-year donor file. The letter reminded donors of the impact their gift had made in the last year and celebrated the anniversary of their donation. Because some of these mailings also fell during the COVID-19 pandemic, language was added to ask for emergency support, creating urgency due to the increased need Feeding the Gulf Coast was experiencing during this time.