To Premium or Not to Premium?
4. The organization can afford. Consider the cost of the product as well as shipping costs. Also in terms of cost, consider that if a large, expensive premium is used for acquisition, donors might expect similar premiums in the future in return for donations.
If an organization finds itself stuck in a situation where its premium-acquired donors are now premium addicts, it’s especially important, Barnes says, to pay attention to the type of premium it uses and should lean toward premiums that instill passion and reinforce its message, such as books, CDs or DVDs. Other strategies for decreasing premium addiction are to:
* Aim to create partnerships when offering premiums. In exchange for a premium, ask donors to become official partners of your organization by pledging to give monthly. This will eliminate the expectation of premiums.
* Test giving options such as offering premiums for larger gifts only, and including a “No Gift” option on your reply device.
Roscoe Barnes III can be reached via www.roscoebarnes.com. To purchase a copy of “The Better Letter: Essential Tips for Effective Fundraising Copy” visit http://bookstore.napco.com/TM/index.cfm?fua=dspGroup&id=FndR