The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
What to do?
As Beethoven was fond of saying, sometimes the opposite is also true. The inconvenient fact is that the Trinket Dilemma is seldom an either/or proposition. And the most successful resolution involves time, patience and testing.
You might be surprised to find, at the end of the day, that what you really need are more control packages. In many cases, we have found that there frequently is a subgroup of premium-acquired donors who simply will not respond to nonpremium mailings. It takes some testing and analysis to establish the size and value of this subgroup, and the revenue potential that might be gained through operating your program with both a premium and a nonpremium track.
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.