Premiums and Paid Products Spotlight: Fundraising Premiums: What's Working and Why
Kirk says designing the ornament is only the first step in creating a successful fundraiser. Proper and provocative marketing is essential! Easter Seals of Southern Georgia has been producing holiday keepsake ornaments for 20 years, and it has learned a thing or two about promoting them.
The new design is announced each year at the beginning of November, and the organization is very careful about keeping it quiet until then. The secrecy helps build anticipation and keeps people chomping at the bit for the ornaments. Same is true with the local media. The organization has nurtured relationships with TV, radio and print outlets, and has partnered with them for coverage of the big reveal (as well as other Easter Seals events).
Easter Seals of Southern Georgia has been so successful in pinpointing and marketing those designs that resonate with its supporters that its annual ornaments have become a passion for many collectors. When that happens, your collectibles program has struck gold.
You can get the full story on Easter Seals of Southern Georgia’s super-successful holiday ornament program — plus more valuable tips — by downloading the free ChemArt whitepaper, “Utterly Engaging: Engaging Donors With an Annual Ornament Program.” — MBG
Fab Premiums We’ve Seen
Everyone hates premiums. Everyone thinks the only donor worth investing in is a high-value, “quality” donor who “gives because of our fine mission and who we are.” And those everyones make a compelling argument. Even donor focus group participants say they don’t want nonprofits to mail them premiums. But giving behavior tells us donors sure do like them.
I can fill up a storage box with the fundraising mail I receive in about a month, depending on how many oversized and dimensional premium packages I get in addition to notepads, greeting cards, wall calendars and other up-front gifts made of paper.