Weld Food Bank alleviates hunger and poverty by providing food and services to people in need. They work to educate the public about the nature of hunger and poverty.
Our multi-buyer strategy resulted in:
337%
YOY lift in new donors
49%
giving second gift within 6 months
62%
of new donors being acquired online
337%
YOY lift in new donors
49%
giving second gift within 6 months
62%
of new donors being acquired online
THE CHALLENGE
Meeting the rising need in their community
Like many other food banks during the pandemic, Weld Food Bank needed a way to acquire new donors so they could meet the rising need in their community. They came to RKD Group for help developing a strategy they could add on to their already planned appeals for March and June 2020.
THE SOLUTION
Adding a multi-buyer strategy
In an effort to reach some of the most philanthropic prospects in the organization’s community, we added a multi-buyer strategy into the mix. This focused on high-value donors who appeared on multiple acquisition lists and have shown a strong history of philanthropic support. Second drops were added to each prospect mailing, and the volume was increased to mail more available multi-buyers so that the food bank could acquire more donors and meet the need caused by the pandemic.
breakthrough
Welcoming newly acquired donors to the cause
This one-county food bank acquired 1,293 new donors between March and August, a 337% lift over the same time frame in the previous fiscal year. Most importantly, 49% of newly acquired donors made a second gift to the food bank within a six-month timeframe.
