St. Mary’s Food Bank saw a need for more gifts at the end of the year. RKD decided the best way to gain more gifts in a timely manner was to build a campaign emphasizing a sense of urgency and need for more donations.
RKD created a strategy that consisted of a set number of emails, each sent a week apart at a specific date. Each email referenced how many days were left in the 31 Days campaign, as well as one that increased the sense of urgency for the donor to give by using countdown language in the graphics and copy. To continue this goal of boosting revenue, the entire month of December also featured a match, including a one-day-only triple match campaign.
This campaign was incredibly successful. Overall, email-specific revenue increased 98% year-over-year. We brought in a total 824 gifts with $245,812 in gross revenues. We targeted existing donors, volunteers, website sign-ups and event participants for the match emails.
St. Mary’s Food Bank is truly a community-based organization. Individual donors, corporate donors, and private grants help feed hungry individuals and families in the area. Serving nine of Arizona’s 15 counties, St. Mary’s is committed to volunteerism, building community relationships and improving the quality of life for Arizonans in need.