Long-Term Engagement
The Vietnam Veterans Memorial Fund refreshed everything from new-donor conversion, to lapsed reactivation, to new membership strategies to breathe life into its maturing fundraising program.
RKD worked with VVMF to create two lapsed-reactivation models within the organization’s million-plus-sized lapsed audience — one for recently lapsed donors and another for long-lapsed donors. They also started a lapsed-reactivation creative track using the acquisition control as the lapsed control to start, and then aggressively tested against the acquisition control and identified two new packages focused specifically on lapsed donors that rolled out in September 2013. Now VVMF has three lapsed-donor packages in rotation.
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