Case Study
How Leveraging Analytics and Omnichannel Strategies Improved Retention Rates by 10%
It was clear that No Kid Hungry could no longer reach and retain donors by just taking the traditional route. They needed an omni-channel approach to reactivate lapsed supporters. No Kid Hungry sought Further’s help to develop a data-driven approach to increasing retention rates and net revenue.
Client
No Kid Hungry
Program
Retention
Non-Profit Category
Hunger/Poverty
The Challenge
No Kid Hungry had historically centered its Paid Ads program on new donor acquisition while relying heavily on Direct Mail and Email for retention efforts. But eventually, cracks started to show. Mailing costs were rising, and Email began experiencing deliverability challenges industry-wide, leading to lower retention rates year-over-year.
It was clear that No Kid Hungry could no longer reach and retain donors by just taking the traditional route. They needed an omnichannel approach to reactivate lapsed supporters. No Kid Hungry sought Further’s help to develop a data-driven approach to increasing retention rates and net revenue.
The core challenges they needed to address were:
- Analytics insights into which donors were lapsing in which channels
- A unified communication strategy across all channels
The Strategy
Further led an omni-channel effort to reimagine retention and put an end to the churn and burn of donors. Here’s how we did it:
- First, we built advanced reporting to map digital retention by acquisition channel and donor cohort, so we could identify segments with declining retention rates, like LYBNTS and COVID-era donors.
- From there, we revised our segmentation and tailored messaging to those cohorts. Each audience received personalized messaging on paid ads that tied to the campaign theme through which they were acquired.
- Next, we used No Kid Hungry’s SMS program to focus on donor retention. Using our revised segmentation, we curated text appeals that were tailored to each audience segment.
- In parallel, we supported No Kid Hungry’s email agency in developing a unique welcome series and communications stream based on response data from SMS and paid ads. We incorporated non-email engagers/bounces into our audience segmentation to serve them ads.
- We aligned all landing pages and donation forms on the website with Email and Ads to create a unified experience for No Kid Hungry donors. To further drive response, we developed campaign-specific “impact” pages based on what we knew donors were looking for.
- In addition to tracking progress monthly from our retention reports, Further used attribution software to track donor journeys and measure touchpoints of lapsed donors.
The Results
Within 12 months, our omnichannel retention strategy saw impressive results:
Improvement in retention rates for digitally acquired donors
Increase in digital revenue from existing donors year-over-year
Increase in Mobile revenue from existing donors year-over-year
Lapsed donors were reactivated via SMS at a net-positive ROI.
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