Do premiums work online?

Here's something worth knowing: according to recent testing by M+R, offering premiums can boost online donor acquisition: The Power of the Premium: Convincing Prospective Donors to Give (PDF).

Believe it or not:

When we looked at the net dollars raised per email recipient after taking into account the cost of producing the premium and getting it to donors, three of the four nonprofits netted more with the premium.... On average, the net dollars raised per recipient was 51% greater when a premium was offered.

It may seem counterintuitive that such an old direct mail warhorse would have life online, but this just points out that people are people, regardless of the medium you use to reach them.

Note that not just any old premium works, and it's quite likely that premiums won't work for every organization. Test it for yourself. But it's worth a test.

Technorati Tags: fundraising, nptech, premiums

Comments

[Ed]

Ignorant UK fundraiser here - what is a 'premium'???