The Trinket Dilemma: Considering the Pros and Cons of Premium Incentives
A two-track program like this usually can be conducted at relatively low cost by simply creating two versions of each house mailing — but the cost and value ultimately will depend on the size of the premium-required subgroup.
There are organizations out there that have had as many as five controls in a single mailing. These groups have adopted a best package/best list strategy, in which the best-performing packages are mailed only to the lists that have proven most effective.
- 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.
