New Hampshire Food Bank – The impact of changing agencies

Year-over-year growth achieved in identifying strategies for improvement

The challenge

In 2014 Russ Reid was hired by New Hampshire Food Bank (NHFB). Our Strategy team quickly went to work assessing the organization’s programs, including a deep dive on institutional messaging, themes, contact cadence, segmentation strategy, digital properties, and integration —with the goal of identifying strategies that were working well and areas for improvement. Several key areas for improvement were identified.

Russ Reid solution

The Russ Reid team quickly went to work developing and executing a more sophisticated segmentation strategy, refining contact cadence, varying the creative and messaging delivered to NHFB’s donors, and integrating new channels to help maximize per donor value for the Food Bank.

While only mailing one additional appeal, Russ Reid applied a segmentation strategy that better targeted the donors who were most likely to give, while reducing mail frequency to donors who were less likely to give additional gifts.

Russ Reid further enhanced NHFB’s program by integrating digital media campaigns (SEM and Display) into the direct response program, with the goal of increasing the value of newly acquired donors and converting more existing donors to multi-channel givers.


These strategic changes fueled phenomenal year-over-year growth for the Food Bank:

  • 117% increase in the number of acquisition responses from new and reactivated donors
  • 25% increase in income from new/reactivated donors in acquisition
  • New/reactivated donors were acquired at a positive $6.55/gift
  • 45% increase in the number of gifts from existing donors
  • 46% increase in revenue from existing donors
  • 36% higher total return on investment (ROI) compared to plan
  • 29% increase in the number of active donors and a 18% lift in overall revenue
  • Increased retention in many categories of donors: 4% from current donors, 23% from 1-2 year lapsed donors, and 29% from 3+ year inactive donors

To learn how Russ Reid can help your Food Bank grow beyond, please contact Andrew Olsen (CFRE, Vice President).

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