7 Ways to Keep the Faith-based Campaign Strong
5. Consider Religious Response Boosters
Freemiums and premiums certainly have their place in faith-based marketing efforts, but only if they clearly work with the overall message and tone of the piece. “It’s important to keep in mind that the best ones are those that can be closely tied to the offer you’re presenting. I’m a big fan of donor involvement devices such as certificates, bookplates, prayer cards, matching checks, seed packages, etc.,” lists Rossi.
For the evangelical market, Zodhiates says his company generally shies away from freemiums and premiums in general. “If it’s an up-front premium, it has to be something that is related to the organization and will get them to give, like a DVD or something—and that’s basically a pitch for the organization,” he reveals. Usually, Zodhiates prefers not to use freemiums because of the expense. “The problem is that it can become like TV ministry, where you have to offer them a gift every time you get them to give.” In other words, it can get expensive as well as set the wrong precedent.
Premiums, however, can be useful for upgrading a donor to a higher gift level. “For instance, we’ll offer a book or something for a gift of $50, and that may improve the average gift,” describes Zodhiates.
6. Implement Web Components
Whether or not a direct mail campaign is going multichannel, there is one component that must be there before the direct mail piece is sent out: the website. “When a charity comes to us without a website, we say develop a good website first and then come back to us,” recounts Zodhiates, who summons a recent NonProfit Times study that declared almost twice as many potential donors went online after receiving a fundraising solicitation by mail than they did only three years ago—25 percent of recipients went online three years ago and 44 percent do today. Among the recipients more than 65 years old? The increases were even more dramatic.