2013 Grand Control of the Year: Union of Concerned Scientists

Mace also credits the premiums (name and address labels perfed to the order form and a book on the back-end fulfillment) with lifting response: "The offer of the book premium, at a $35 gift level, serves to increase our average gift. We've seen the book serve to increase our membership retention/renewal rates; new members who sign up at the $35+ level and receive the book have a higher renewal rate."