The Give and Take of Premium Mailings
But then it happens. A year passes. Now you’ve got to renew all those premium donors. And it won’t take long to figure out that if you had to give them a premium to make their first gift, you’re almost certainly going to have to give them another one to renew them.
Worse, this year’s premium is probably going to have to be “nicer”, i.e., more expensive, than last year’s. Suddenly you’re in an ever-escalating cycle of having to keep up with your donors’ rising expectations. And to make things even more difficult, your competitors are out there doing premium mailings too. And they’re bigger organization with bigger budgets and – you guessed it – fancier premiums!
- 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.
