Increasing Long-Term Value of Premium Donors

Test Concept #1

A bail-out technique often is used in packages containing high-value, upfront premiums. A bail out technique -- used typically in high-end premium mailings -- is an additional check box with a nominal gift amount positioned to help offset the cost of the premium located on the response device, usually directly below the gift array. The incremental revenue generated by this technique helps to offset the higher initial costs of the package, but it also creates challenges in that large numbers of lower-dollar donors are acquired.