The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
In the end though, the question is not so much whether premiums are good or bad. It’s what the real objective is for your fundraising campaign. If you want long-term, loyal donors, then use your best creative minds and most strategic mailing techniques.
Create powerful, mission-driven creative; then get out there in as many channels as you can. Get attention, tell your story and give your reader a compelling reason to take action.
If, on the other hand, it’s more important to get your numbers up in the short run — and don’t get me wrong … there are many situations in which that is a very legitimate goal — then premiums can be a perfectly good tool to help you accomplish that. Just be prepared for a challenging transition period when the time comes to renew those trinket-loving donors
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.