Premiums and Paid Products Spotlight: Primed for Premiums?

Willis Turner: It depends on what you’re trying to accomplish. The promise of the premium can be very alluring. For a relatively small investment you can reasonably predict that significantly more people will respond to your mailing. And in many cases, that can be all you want. Sometimes you just need to get your numbers up, and premiums can definitely help. The long-term return, though, can be more challenging. Premium donors are generally a lot harder to renew. Some organizations need to enroll four times as many premium as non-premium donors to net the same amount of revenue.

MBG: Has it changed over the past few years?