Thursday, July 9th, 2015
11:15 AM - 12:30 PM: Breakout 6
Premium Showdown: Digging into the Real Cost (or Value?) of Premiums
We all know that premiums increase response up front. But what are the longer-term implications of premium use in your program: Do premiums help or hurt? In this session, you'll dive deep into the long-term performance of programs that use both back-end and front-end premiums. Throughout, we'll dig into: - An exploration of premium type. Are all premiums created equal? Or is there a difference in the performance of donors acquired through a tote bag and those acquired with a name label? How do you renew premium-acquired donors in a responsible way? Do you always need a premium, or can you wean member off the gift? What's the difference between a membership benefit and a premium? Does it matter to your donors? How and when should you offer premiums online? Do premiums work the same way in the digital space? In this session, Eliza Slone of MKDM will lead two experienced nonprofit speakers in a lively discussion with you about the role premiums can play (or not?) in a strong direct response fundraising program. Join the debate and dialogue - and go beyond the opinions with real data on premium ROI.
Learning Outcome #1
By attending this session participants will learn: When a premium can help - and when it can hurt.
Learning Outcome #2
By attending this session participants will learn: How to renew premium-acquired donors, without always resorting to the gift.
Learning Outcome #3
By attending this session participants will learn: How to measure the long-term impacts of premiums on their direct response program performance.