Based in Arlington, Virginia, the Vietnam Veterans Memorial Fund is the nonprofit organization authorized by the U.S. Congress in 1980 to build a national memorial dedicated to all who served with the U.S. armed forces in the Vietnam War. The organization sought a tangible symbol of recognition from the American people for those who served in the war. The result was the Vietnam Veterans Memorial (commonly referred to as The Wall), which has become one of the most visited memorials in Washington, D.C. with an estimated 5.3 million annual visitors.
The mission of the fund is to honor and preserve the legacy of service and educate all generations about the impact of the Vietnam War.
Integrated breakthroughs reactivate lapsed donors
91%
increase in reactivating
lapsed donors
Lower
acquisition costs
New
strong performing packages
91%
increase in reactivating
lapsed donors
Lower
acquisition costs
New
strong performing packages
Analytics
Developing New List Models
To reactivate lapsed donors, RKD tested two separate lapsed models to identify the best candidates for giving again. One model focused on recently lapsed donors and the other on deeply lapsed.
Creative
Testing New Creative
RKD also launched a lapsed creative track using the acquisition control as the starting point. We then aggressively tested against the control and within one year rolled out two new winning packages for lapsed reactivation.
breakthrough
91% Increase In Reactivated Donors
RKD’s lapsed reactivation strategy led to a 91% increase in the number of reactivated donors. Developing list models to optimize lapsed donors also led to another benefit — significantly lower acquisition costs.
