Eric Spoelstra, coach of the Miami Heat, kept talking about having Mike Miller "in his hip pocket" during the taut NBA Eastern Conference series with the Indiana Pacers. He knew the dude could hit 3-pointers and help his team, but because of other concerns kept him on the bench until he finally realized he needed more points. And guess what? Miller delivered then, and continues to do so during the NBA Championship Series against the San Antonio Spurs.
For fundraisers, premiums are just like Mike Miller. They deserve to be played. Why? Because they consistently work well, scoring donations for nonprofits in part because the prospective donor loves to be rewarded for their donation rather than simply see the charge on their credit card statement.
Seems like more fundraisers in 2013 are waking up just like Coach Spo. Tracking more fundraising mail than any other database, Who's Mailing What! shows that 17.5 percent of fundraising mail in 2011 used a premium. That sunk by 6 percent in 2012, to 16.4 percent, before climbing to 20.4 percent in 2013 — that's 24 percent growth in the first quarter of this year.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who's Mailing What!, the most complete library of direct mail and email. To learn more, go to www.whosmailingwhat.com/video.