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Getting Creative with Premiums

DMAW Digital Week 2021-Day 3

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Getting Creative with Premiums

  1. 1. GETTING CREATIVE WITH PREMIUMS! Kristina Williams, Human Rights Campaign Lesley Hostetter, Lautman Maska Neill & Company June 9, 2021
  2. 2. Premiums: Love ‘em? Or hate ‘em? T E L L U S I N T H E C H A T DMAW DIGITAL WEEK #Premiums 2
  3. 3. Common premium perceptions (or misconceptions?) • Premiums are horrible! They create a donor file that only gives to get the next thing. Not mission driven donors. • Waste of money! Produced in China! • Too much work! • Customer service nightmare! DMAW DIGITAL WEEK #Premiums 3
  4. 4. The Truth Is Premiums Can Work • They definitely boost response. • The right premium can help spread brand awareness AND give your donors a way to share their values with others. • And those customer service calls? Turn them into an opportunity to connect with donors and make them happy. DMAW DIGITAL WEEK #Premiums 4
  5. 5. Take-home Tips: Balance expense with expected revenue (hint: revenue should be higher!) 1 Consider different price points for different segments 2 Make it mission-focused 3 Think about your audience – what will motivate them to give? (hint: get creative…this can change over time!) 4 DMAW DIGITAL WEEK #Premiums 5
  6. 6. U S I N G P R E M I U M S I N M U L T I P L E C H A N N E L S T O R A I S E M O N E Y A N D B U I L D R E L A T I O N S H I P S
  7. 7. Quick History DMAW DIGITAL WEEK #Premiums 7
  8. 8. More Background DMAW DIGITAL WEEK #Premiums 8
  9. 9. Three Creative Ways HRC Has Used Premiums DMAW DIGITAL WEEK #Premiums 9
  10. 10. Case Study #1 2020 Elections
  11. 11. 2020 Election Dilemmas • No HRC in-person organizing to get-out-the-vote (GOTV) • Everyone was staying home AND tapped out online How could HRC reach new audiences with their GOTV message? How could they keep the volunteer community engaged? DMAW DIGITAL WEEK #Premiums 11
  12. 12. HRC ELECTION 2020 YARD SIGNS! DMAW DIGITAL WEEK #Premiums 12
  13. 13. Why A Yard Sign? Yard sign popularity hit all-time high in 2020 (hint: observe trends) Candidate yard signs are common during elections Mission-centric premium Increase HRC visibility Local element for volunteers DMAW DIGITAL WEEK #Premiums 13
  14. 14. National Email Campaign Developed DMAW DIGITAL WEEK #Premiums 14
  15. 15. HRC Used Digital Ads And SMS, Too DMAW DIGITAL WEEK #Premiums 15
  16. 16. Unique Local Element • Local volunteers delivered signs in their area. • Plus: identified 5 high-traffic neighborhoods and placed 4 signs in each area ahead of time. DMAW DIGITAL WEEK #Premiums 16
  17. 17. A Note About Pricing • Yard signs were $30 (or $5/month) • Window signs were $20.20 (or $3/month) • HRC’s electoral priority states received an offer of $5 later in the month. • Actual Costs + Fulfillment: • Yard Sign = $16 • Window Sign = $6 DMAW DIGITAL WEEK #Premiums 17
  18. 18. Big Success • HRC delivered over 5,700 signs around the country and raised $135,000. • PLUS, engaged and energized volunteer leadership – and strengthened community. • Many photos sent in and shared out in Fall magazine. TIP: when a premium works, reuse it! HRC is doing PRIDE yard signs now. DMAW DIGITAL WEEK #Premiums 18
  19. 19. Case Study #2 COVID-19
  20. 20. Pandemic Dilemmas • Sensitivity around fundraising • Major revenue stream concerns • Desire to help keep the HRC community safe • Desire to go above and beyond to help during COVID DMAW DIGITAL WEEK #Premiums 20
  21. 21. Creative Process Brainstormed • What could HRC do to help, be relevant, and raise money? Looked to the world around us • Need for face masks getting clearer, skyrocketing COVID numbers Thought about successful brands • Those with with a “give back” business model like Tom’s Shoes, Bombas Socks, Warby Parker DMAW DIGITAL WEEK #Premiums 21
  22. 22. A New Campaign Was Born DMAW DIGITAL WEEK #Premiums 22
  23. 23. Unique Concept For a small donation, people could get an HRC-themed mask – AND for every donor who gave, two additional plain masks would be donated to partner organizations with front line health workers assisting the LGBTQ community. This was the first time HRC had ever done something like this – donating revenue generated by a fundraising campaign to an unrelated 501c (3) charity. DMAW DIGITAL WEEK #Premiums 23
  24. 24. Behind The Scenes Work Tracking Tracking down vendors to make masks Pricing Getting cost estimates Talking Talking with HRC leadership about organizations to partner with Deciding Deciding on designs (one or multiple) Finessing Finessing language, coordinating with Comms Team Tip: Pivoting quickly requires an organizational culture that values a “first to market” mentality and a high degree of risk tolerance. DMAW DIGITAL WEEK #Premiums 24
  25. 25. Coordinated Launch Across Email, SMS & Ads Tip: Press release hit first DMAW DIGITAL WEEK #Premiums 25
  26. 26. Lightbox Launched Next Day DMAW DIGITAL WEEK #Premiums 26
  27. 27. Organic Social, Too DMAW DIGITAL WEEK #Premiums 27
  28. 28. One Final Text Rounded It Out DMAW DIGITAL WEEK #Premiums 28
  29. 29. Face Masks Were A Hit! • 10,550 people donated * 35% were NEW members * • 22,000+ masks were donated to front-line workers • Raised over $300,000 for HRC DMAW DIGITAL WEEK #Premiums 29
  30. 30. And That Wasn’t The End Of Face Masks… • This 3-email campaign recruited 1,300 new sustainers! DMAW DIGITAL WEEK #Premiums 30
  31. 31. Case Study #3 Notecards
  32. 32. Wildly Successful Acquisition Mail Package With “Freemium” DMAW DIGITAL WEEK #Premiums 32
  33. 33. Hmmm… Already Producing Notecards Can We Use These Online? DMAW DIGITAL WEEK #Premiums 33
  34. 34. Coordinated Timing Between Ads And Mail Back-out data delivery date for ads team Determine launch date People respond to ads with address “Yes, I want free cards” Cards fulfilled in the Acquisition mail – with a strong ask. DMAW DIGITAL WEEK #Premiums 34
  35. 35. Small Hitch…oops! • The ads were picked up by someone on Reddit • Thousands of “people who like free stuff” filled out the form DMAW DIGITAL WEEK #Premiums 35
  36. 36. What Did HRC Do? • Do you REALLY want these note cards? • Very few responded. The rest were purged. Selected a small group and emailed them with a double opt-in Tricky decision - but did not want to risk email deliverability problems DMAW DIGITAL WEEK #Premiums 36
  37. 37. Results Are Strong – In The Mail And Online This type of evergreen multi-channel strategy is ideal! Tell us in the chat: Do you use freemiums like this? DMAW DIGITAL WEEK #Premiums 37
  38. 38. Today’s Take-Aways
  39. 39. How To “Sell” Premiums In Your Organization HAVE A PLAN! Suggest a premium that connects to your mission Research the costs – don’t forget fulfillment! Think about price points (will you recoup your expense?) – by segment and channel Tune into the analysis Set up a way to track response, revenue and expense – initially – and over the long-term DMAW DIGITAL WEEK #Premiums 39
  40. 40. THANK YOU! Kristina.Williams@hrc.org lhostetter@lautmandc.com DMAW DIGITAL WEEK #Premiums 40

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DMAW Digital Week 2021-Day 3

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