Carry Monday: A collection concerning the artwork and science of “Lifts” in unsolicited mail fundraising.
In all probability the most typical kind of carry in unsolicited mail fundraising is the standard and maligned freemium.
You recognize, deal with labels and different cheap issues resembling notepads, bookplates, pens, cash, and greeting playing cards.
I”m calling them “freemiums” to distinguish them from “premiums,” that are gadgets donors are supplied in return for a present, just like the traditional public broadcasting totebag. Related, however meaningfully completely different.
Freemiums can work for a lot of organizations.
They could be just right for you, however you need to be on prime of the economics and the psychology of utilizing them. Not like different lifts they you possibly can simply embrace within the envelope and hope they greater than pay for themselves, freemiums require a wide-awake method.
This is the principle factor to learn about freemiums: They enhance response to unsolicited mail fundraising. Generally by quite a bit.
This is the opposite factor to know: They lower common present. And, generally, they decrease subsequent donor retention.
You get extra donors, however decrease worth donors.
Whether or not that is good or dangerous is the large query. Clearly, you want extra excessive worth donors. However generally getting the next quantity of low-value donors pencils out as a result of you find yourself with extra candidates to improve to major-status, extra who convert to month-to-month, and extra who make bequests.
It really works in some circumstances, not in others.
And the one strategy to discover out is thru testing.
One factor you must not do, although: Reject the entire thought of freemiums simply since you suppose it is cheesy.
They work very properly for some. Possibly for you.
The Carry Monday collection concludes subsequent week with a have a look at the query you will have been asking all alongside: Are lifts wasteful?