As Mary Cahalane of Hands-On Fundraising says:īecause many donors tend to give money to organizations with similar missions, they may receive multiple calendars. However, be cautious when considering mailing a calendar. It’s a higher-cost item, which is why some organizations mail them on the back end. Even as more Americans use mail less for sending personal letters or paying bills, they continue to be mailed in large volumes.Ĭalendars are the second-most popular premiums in Who’s Mailing What!, mailed by 13.21% of nonprofits. For decades, personalized labels have been popular because of their usefulness. Name and address labels are the most popular premiums (by company) in our mailstream nearly 25% (24.97%) of organizations include them in their fundraising campaigns. The Most Popular Freemiums in Who’s Mailing What! To avoid over-representing frequent and multiple mailings of one type of premium (e.g., calendars), we counted premium use by the number of organizations that mailed them. What best practices can be learned for your nonprofit’s fundraising direct mail.What premiums are most commonly mailed to incentivize donations or memberships.
We analyzed the use of front-end premiums in fundraising mail to determine:
But to understand the findings, it’s important to differentiate between a front-end premium and a back-end premium.Ī front-end premium or “freemium” is an object of some perceived value that’s inserted into a mailing package, usually an envelope.Ī back-end premium is a product available only to those donors who respond to the solicitation. We wanted to share the results of our analysis of over 27,500 nonprofit creatives from our Who’s Mailing What! Collection. Final Thoughts Our Data on Front-End Premium Use in Nonprofit Direct Mail
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