The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
And to make things even more difficult, your competitors are out there doing premium mailings, too. And often they are bigger organizations with bigger budgets and — surprise, surprise — fancier premiums!
And for all that, premium donors still end up being a lot harder to renew. In fact, many organizations have found that they need to enroll up to four times as many premium donors as nonpremium donors to net the same amount of housefile revenue. So in the end, dependence on premiums often produces short-term gains at the expense of long-term, continuing revenues.
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.