Linthicum, MD (PRWEB) May 03, 2013
Tactics for using back-end premiums to secure and retain donors, and ultimately increase ROI, are examined in a new white paper authored by Diamondback Direct, a leading provider of direct mail packages.
The paper offers a look at the different types of donors who respond to premium offers, and provides insight into the mindset of those who are particularly responsive to back-end premiums. It also addresses the critical need for list modeling to identify those donors who are most likely to respond to back-end premium offers. It is available here for free download.
“Individuals who respond to back-end premium offers tend to be the most loyal donors, the ones that organizations retain the longest,” said a Senior Staff member at Diamondback Direct. “Nonprofit organizations would be wise to segment their lists to focus the back-end premium offers on a specific type of responder, rather than just acquiring lists of all the people who have donated in response to all premium offers.”
The paper discusses successful back-end premium strategies, such as the one employed by the World Wildlife Fund with its recognizable panda tote bag, and offers multiple ideas for back-end premium use, such as:
- Pairing premiums with a goal or initiative of the organization
- Offering premiums as a reward for a quick response
- Tying premiums to “membership” benefits
- Using premiums to capture a second gift more quickly
- Encouraging donors to enroll in ongoing giving programs with escalating rewards
The premiums themselves also must be thoughtfully selected, and the white paper offers insight about weighing premiums with perceived value against those with absolute value.
About Diamondback Direct: Diamondback Direct is a full-service, premium package provider and factory-direct importer based in the Baltimore/Washington, DC corridor. The firm provides direct mail design, development, and premium procurement/ management/fulfillment, utilizing overseas resources to businesses, nonprofits and environmental groups. Diamondback clients include religious organizations, charities, professional societies and environmental groups across the U.S. and Europe, including the Cystic Fibrosis Foundation, the U.S. Olympic Committee, Habitat for Humanity, the Mother Teresa Children’s Foundation and the March of Dimes. For more information, visit http://www.diamondbackdirect.com or call (410) 975-0001.