The Give and Take of Premium Mailings
This is the dilemma of premiums in direct-mail fundraising. The promise of the premium is always exciting. For a relatively small investment, it seems, you can reasonably predict that significantly more people will respond to your mailing, if you include a little present for them.
The long-term return on the premium is something else again. When you start seeing the results of your premium test versus your non -premium mailing, you might be pretty happy. You might see that your premium, front end or back end, did, in fact, outperform your non-premium control.
- Companies:
- Huntsinger & Jeffer Inc.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
