The Give and Take of Premium Mailings
But that trade-off is the reality of premiums. Yes, they can bring in more donors, but those donors generally are going to give smaller gifts and be harder to renew.
On the other hand, donors who are brought in by the heart rather than by the trinket are much more likely to remain loyal, renew and have greater lifetime value. But guess what? There are also going to be a lot fewer of them.
- 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.
