Feeding the Gulf Coast works through member organizations and special programs to provide nutritious food to meet the challenge of feeding people who are hungry as a result of systemic poverty, personal crisis or disaster.
RKD’s lapsed reactivation strategy brought in:
194
reactivated donors
$19,054
in donations
194
reactivated donors
$19,054
in donations
The Challenge
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.
The Solution
Anniversary letters
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.
Breakthrough
Reactivating lapsed donors
Our efforts targeting this lapsed segment of donors paid off! Feeding the Gulf Coast’s bi-monthly anniversary letters have reactivated a total of 194 donors. Donations from these appeals total more than $19,000 in revenue in one year.
