I’ve run into a common problem across several premium-driven fundraising campaigns:
What appears to be the renewal ask is unreasonably high.
It’s happening because I’m entice to become a member, donate to appeals, and renewal, all enticed by a premium (plush animal, umbrella, windbreaker).
They’re always trying to upgrade me as a donor by ratcheting up the dollar amount I’m supposed to give to qualify for the premium. Fine.
But now I’ve received renewals from a few organizations in which the renewal is not $HPC (highest previous contribution) but instead $1.5HPC (one and a half times the HPC).
With this, my previous $60 donation creates a $90 ask. A tough jump.
The $1.5HPC is the dollar amount circled, with a callout saying “this much to get your XXX”. This is the second number in the string. I could give less. But that is the ask, to my mind … me, the premium-motivated donor.
These groups are among the smartest fundraisers out there, so the numbers must work for them.
But I’m no longer a happy donor. That’s too much! And I’ve been premium-behavior-shaped to think that’s what’s expected.
Other groups renew with a premium at $HPC. Which is always fine, never a stretch. But I suppose I do demand stretching to good fundraisers, too.
I hope they’re still testing. They could get me back with $HPC. Or fast with $MRC (most recent contribution).