This continues the survey of 130 recent fundraising renewals and appeals started in the last post. Some observations…
As noted, I didn’t realize that Covenant House had sent me a crucifix on a chain until I’d opened and rummaged through the envelope. As also noted, the positioning of the premium was very likely done in order to comply with new postal regulations, providing lots of cushioning on both sides of anything that might shred in the automated sorting machines.
Compliance raises a real risk that recipients won’t even realize you’re sending something, so you might want to put a VERY prominent teaser on the envelope, alerting people to the premium’s presence.
Among the other upfront premiums I received in this lot, none were really noticable when shuffling through mail… the time when most recipients are standing over a trash container, dropping the unengaging.
Actually a primary reason for using these premiums is lost. Your package is no longer “lumpy.” You don’t have tactile engagement. This could really suppress response.
Defenders of Wildlife sent a metal ornament that I utterly missed. (I remember getting one last year, so this must be a proven control.) And they put a big picture of the ornament on the outer, on both sides, and told me “Enclosed: Your FREE limited-edition Defenders ornament…” Sorry. I missed it.
St Joseph’s Indian School sent a key ring with a sort of dream catcher webbing, leather strings and feathers. This arrived in a 9×12″ envelope, so I certainly noticed the kit, but didn’t feel the “freemium” at first and no teaser alerted me.
Noah’s Lost Ark got my attention with a live postage stamp paper clipped to the reply envelope. The clip was USPS compliant because it was at the top of the envelope, free of the shredder, and the stamp and clip showed clearly through a second window near the top edge of the envelope. A window designed to show a reply address, so the stamp REALLY stood out because it was simply odd to be in that window. The envelope was blind, no return address or any sender identification. Probably smart given the relatively low awareness of this group. Looks like a winning package to me. I hope so.
World Jewish Congress Foundation sent the pen, in a box designed for this purpose… a box that’s USPS compliant. This is quite costly, but I see this packages often enough that they must perform well.
One very nice touch that costs nothing and has to lift response: preprinting faux yellow highlight behind the address that flies the package. I’ve seen this before from World Wildlife Fund, some very smart mail fundraisers. As a side note, though, this “final notice” (I don’t know how many I’ve received) wants me to renew and get a plush rhino, but for a $75 donation. I’m pretty sure my HPC (highest previous contribution) was $50, but I’m not being clearly asked for that as a renewal. Since 1.5HPC is a bit steep, they may be scaring off donors. Or scraping off those who renew only with a premium, which is now too expensive?