Fundraising Strategy

The Kidney Foundation of Canada, like many Canadian charities, experienced a troublesome decline in the performance of its direct response fundraising program. When Good Works was hired in 2012, revenues had dropped over a four-year period.

Our immediate objectives were to focus on boosting an under-performing renewal rate and to improve donor acquisition results. Both of these measures were chosen to stabilize – and then grow – the active donor constituency upon which the program was built.

Our immediate changes to the program involved shaking up the campaign mailing schedule, a stronger focus on lapsed donor reactivation and digital integration.

Within 24 months, net revenues had rebounded. As well, the average gift was up 17% and the number of gifts per donor also increased by 8%.

One of our current priorities is to grow the file of monthly donors as these donors have a 6x greater lifetime value than single gift donors. A thank you call, online and offline stewardship, as well as new monthly acquisition and conversion tactics are delivering promising early results.

“Good Works becomes part of your fundraising team, not just an outsourced agency, and you feel that difference in your results. The staff are professional and very involved with the local chapter of AFP which I think adds to what they bring to the table.”

The Kidney Foundation of Canada

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