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In the fundraising arena, premiums often are used as an additional lure to give to a cause, but that lure can be pretty unimaginative. Tote bags, stuffed animals, umbrellas and fleece blankets are still worthy gifts for prospective donors, but they may appreciate the institutions that go a little further in their premium offers. How does becoming part of that cultural organization's story sound? That's called a premium that's hard to top, and you'll see it in several packages I examine this month.
Overall, in the age of declining response rates and tighter prospect purse strings, the premium tactic definitely has surged in the cultural organization sector. Three years ago, barely one-quarter of all efforts employed the premium, but in 2008 more than 40 percent did-an increase of 36 percent. It's a trend we'll continue to see, especially for packages that, again, are thinking outside the premium box.
The premiums don't get mentioned on the 6" x 9" envelope for the American Revolution Center, perhaps because it's hard to top the George Washington teaser: "Our cause is noble; it is the cause of mankind!" The six-page letter's first page doesn't explicitly detail the premiums either, but instead piques the prospect's interest with, "Your name will be forever associated with Valley Forge when you join the Valley Forge Freedom Brigade of The American Revolution Center." It goes on to say that the listing of these names will be part of the permanent collection and thus "available for your children and grandchildren to look at and find your name." Good way to pitch a premium, eh?
On page five of the letter, as well as on the reply form, the full detailing of all seven contribution levels and corresponding premiums is given. The first four begin with the name inclusion and then add in a limited edition Valley Forge cap and a replica of George Washington's Camp Cup. The second-highest level includes the illustrated edition of historian David McCullough's book "1776"-also signed by the author-and for $1,000, prospects get all of the above plus a personally guided tour (Archive code #602-717489-0901).
Unlike the colorful and busy outer from the American Revolution Center, The National World War II Museum went with a plain #11 envelope with Tom Brokaw's name in the corner. The lift note from Brokaw and appeal letter from the organization's president are similarly unflashy, and the premiums are listed very straightforwardly on the last page of the four-page letter. The four-color brochure, however, is a completely different story. After some history about the museum alongside some illustrations, two panels are devoted to the multiple premiums that depend on gift levels; they include a commemorative World War II dog tag, discounts at the museum store, the organization's newsletter, guest passes, logo golf cap and World War II medallion. These also are referred to on the reply form next to check boxes, so prospective donors are involved by checking off the gift level and then making a choice over which premium(s) they want (Archive code #602-690780-0901).
A mailing for a cultural institution yet to be built came across my desk in various incarnations during the past two years: The Martin Luther King, Jr. National Memorial, which is almost set to begin construction. It, too, makes the premium offer of having a donor's name become part of the institution's history-here called the Founder's Roll of Honor-in its 6" x 9" package. The premium is promoted as an "invitation"-the outer reads, "Enclosed: A Special Invitation." Besides the letter and reply form that position the premiums prominently, the attractive brochure gives plenty of copy and imagery space to the other premiums as well, including a limited edition photograph and speech, a special "Build a Dream" wristband, along with an enamel foundation lapel pin (Archive code #602-706021-0901).
After the efforts above, the next two seem rather mean in their premium offers, even though they're simply on the level of most wildlife-oriented nonprofits. The Civil War Preservation Trust sends out an exhaustive letter with nary a mention of its premium until the last page. It turns out to be a member's only cap, which apparently the nonprofit deemed worthy of a large picture on the reply form as well as the #10 outer and one side of its buckslip (Archive code #602-699647-0901).
Lastly, the National Baseball Hall of Fame and Museum uses a very short letter perfed to a reply form inside its #10 envelope. The premiums are quickly summed up in one paragraph, don't show up on the reply form but do get their own buckslip. New members will receive the book "Baseball As America" along with a personalized membership card (Archive code #576-176762-0901).
Overall, in the age of declining response rates and tighter prospect purse strings, the premium tactic definitely has surged in the cultural organization sector. Three years ago, barely one-quarter of all efforts employed the premium, but in 2008 more than 40 percent did-an increase of 36 percent. It's a trend we'll continue to see, especially for packages that, again, are thinking outside the premium box.
The premiums don't get mentioned on the 6" x 9" envelope for the American Revolution Center, perhaps because it's hard to top the George Washington teaser: "Our cause is noble; it is the cause of mankind!" The six-page letter's first page doesn't explicitly detail the premiums either, but instead piques the prospect's interest with, "Your name will be forever associated with Valley Forge when you join the Valley Forge Freedom Brigade of The American Revolution Center." It goes on to say that the listing of these names will be part of the permanent collection and thus "available for your children and grandchildren to look at and find your name." Good way to pitch a premium, eh?
On page five of the letter, as well as on the reply form, the full detailing of all seven contribution levels and corresponding premiums is given. The first four begin with the name inclusion and then add in a limited edition Valley Forge cap and a replica of George Washington's Camp Cup. The second-highest level includes the illustrated edition of historian David McCullough's book "1776"-also signed by the author-and for $1,000, prospects get all of the above plus a personally guided tour (Archive code #602-717489-0901).
Unlike the colorful and busy outer from the American Revolution Center, The National World War II Museum went with a plain #11 envelope with Tom Brokaw's name in the corner. The lift note from Brokaw and appeal letter from the organization's president are similarly unflashy, and the premiums are listed very straightforwardly on the last page of the four-page letter. The four-color brochure, however, is a completely different story. After some history about the museum alongside some illustrations, two panels are devoted to the multiple premiums that depend on gift levels; they include a commemorative World War II dog tag, discounts at the museum store, the organization's newsletter, guest passes, logo golf cap and World War II medallion. These also are referred to on the reply form next to check boxes, so prospective donors are involved by checking off the gift level and then making a choice over which premium(s) they want (Archive code #602-690780-0901).
A mailing for a cultural institution yet to be built came across my desk in various incarnations during the past two years: The Martin Luther King, Jr. National Memorial, which is almost set to begin construction. It, too, makes the premium offer of having a donor's name become part of the institution's history-here called the Founder's Roll of Honor-in its 6" x 9" package. The premium is promoted as an "invitation"-the outer reads, "Enclosed: A Special Invitation." Besides the letter and reply form that position the premiums prominently, the attractive brochure gives plenty of copy and imagery space to the other premiums as well, including a limited edition photograph and speech, a special "Build a Dream" wristband, along with an enamel foundation lapel pin (Archive code #602-706021-0901).
After the efforts above, the next two seem rather mean in their premium offers, even though they're simply on the level of most wildlife-oriented nonprofits. The Civil War Preservation Trust sends out an exhaustive letter with nary a mention of its premium until the last page. It turns out to be a member's only cap, which apparently the nonprofit deemed worthy of a large picture on the reply form as well as the #10 outer and one side of its buckslip (Archive code #602-699647-0901).
Lastly, the National Baseball Hall of Fame and Museum uses a very short letter perfed to a reply form inside its #10 envelope. The premiums are quickly summed up in one paragraph, don't show up on the reply form but do get their own buckslip. New members will receive the book "Baseball As America" along with a personalized membership card (Archive code #576-176762-0901).
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