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 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, who was 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: It's not just about creative, copy and package - it's also about your audience, and about the marriage. We're going to show you how shifting to nonpremium can enable you to build your file up with more mission-driven donors.
Learning Outcome #2
By attending this session participants will learn: Need to set the expectations internally with your teams about shifting from premium to nonpremium? We'll give you all the right tips to ensure you're setting yourselves up for success.
Learning Outcome #3
By attending this session participants will learn: What does a value-driven program versus a strictly response-driven program really looks like, and how can you 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