Integrated breakthroughs reactivate lapsed donors

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.

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.