Donor Acquisition Case Study: Using Involvement Devices and Premiums to Win Over Donors
Nothing speaks to a prospective donor or customer like an involvement device. Most people seem to find surveys, quizzes and free gift choices advertised both online and in direct mail irresistible. Involvement devices work because they make consumers and constituents feel important, as if their choices or opinions matter and will make an impact on the company or organization they’re responding to. World Wildlife Fund (WWF) capitalizes on the involvement technique in its long-standing calendar control mailing.
Sent to prospective and previous members, the 9″ x 12″ package gets recipients involved from the beginning, with an offer to vote for next year’s calendar cover on the front of the outer.