Engage Conference Spotlight: Increasing Long-Term Value of Premium Donors

Yesterday, we took a look back at "The Give and Take of Premium Mailings." And while it's fairly established that premium donors generally do not have the same long-term value as other donors, there are steps fundraisers can take to increase the long-term value of premium donors.

Jennifer Bielat, vice president of direct marketing at Easter Seals and member of the FundRaising Success Editorial Advisory Board, tackled that very topic in October 2005. In her article, "Increasing Long-Term Value of Premium Donors," she wrote: "A premium in a mailing typically drives a higher response rate and lower average gift. As a result, premiums attract a significant number of lower-dollar donors, which can be difficult for organizations to renew and upgrade. Although the average gift for premium mailings is on the rise, the long-term value of these donors still presents challenges.