The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
These aren’t necessarily new concepts, but when packaged correctly, they can produce outstanding results.
More to test
You also might test more innovative, “outside the box” formats to see if they can increase response enough to offset the package cost and still provide high-value members.
A successful example of this is the control package for Volunteers of America. The organization had mailed an annual-fund package for years before it discovered a customized version of the paper-bag package. The bag cost almost twice as much, but it brought in three times the number of donors — making it very worthwhile.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.