Focus On: Premiums: Primed for Premiums
Here's why donors won't let you forget about freebies.
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In Komen’s six-year direct mail history, incentive-based campaigns have drawn higher response rates from prospects than mission-driven appeals, but the average gift has almost always been lower — as is the case for most premium-centric organizations.
But Cain stresses that Komen’s donors do not possess the typical characteristics associated with ofttimes impulsive, premium-responsive individuals.
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Paul Barbagallo
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