The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
And, in fact, when you start seeing the results of your premium test versus your nonpremium mailing, you might be pretty happy. You’ll likely see that your premium, front-end or back-end, did in fact outperform your nonpremium control. The long-term return, however, is something else again.
It doesn’t take long to figure out that if you had to give someone a premium to make her first gift, you’re almost certainly going to have to give her another one to renew her. Even worse, the next premium you send probably will have to be “nicer” (i.e., more expensive for you) than the first one. Suddenly you’re in an ever-escalating cycle of having to keep up with your donors’ rising expectations.
- People:
- Willis Turner
- Places:
- U.S.
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.
