We're Talking Bold Change - The Shift from Premium to Nonpremium Programs
Wednesday, July 14th, 2021
11:30 AM - 12:30 PM: Breakout 1
Let's face it, we love our premium programs. And we bet our donors love them even more, because who doesn't like to get a little something for giving? But while premium programs drive great response, they don't necessarily drive great long-term value. And, the donors on your file may not be the people who are actually the most passionate about your mission. Moving away from premium can be scary, we know. Organizations who've made this shift probably know that it can sometimes create a sizable hit to your acquisition numbers and revenue in the short term, but the short-term pain is worth the long-term gain in this case. In this session, we're going to dig into what the shift from premium to nonpremium looks like, walking you through the process with our client, CARE, who has been able to significantly improve the health of their file and reach more passionate, higher LTV donors as a result. We'll be joined by CARE's partners at Newport One, the strategic force behind this change, as we worked together with CARE to find the right dynamic between package and audience.
Learning Outcome #1
By attending this session participants will learn: Shift to nonpremium fundraising focused on your audience's affinity to your organization to enable you to build your file up with more mission-driven donors.
Learning Outcome #2
By attending this session participants will learn: Utilize the right tips to ensure you're managing internal expectation and setting yourselves up for success.
Learning Outcome #3
By attending this session participants will learn: Recognize what a value-driven program versus a strictly response-driven program really looks like, and how you can improve the health of your file over time with more mission-driven donors.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters