Gold Awards: And the Winners Are ...

Donor Value Analysis has shown that for NARAL, reinstated members have a higher donor value over time than donors who become multiple-year donors without lapsing, according to Kim Cubine, principal and senior vice president at Adams Hussey & Assoc., the agency that submitted this entry.

“The Pin/Pen package was developed as an alternative-style involvement package to bring back extremely lapsed members,” she explains. “In early tests, each premium component was tested separately. The results were so strong we decided to combine the premiums as a test to determine if the additional ‘value added’ premium would lift response enough to offset the expense.”