Focus On: Premiums: Primed for Premiums

After the package’s impressive debut performance, Hinton tapped 18- to 36-month lapsed donors to FFP, as well as prospects represented on outside Catholic and religious lists. Currently the piece is garnering a 3.25 percent response rate, and Hinton reports donors renewing in droves.

“The donors who are giving to packages [offering] significant religious articles are renewing at a higher rate than other packages — by roughly 60 percent,” Hinton says, commenting on the newly acquired batch of multi-year givers.