Choose a Premium of Value to Donors

There are advantages to using both front-end premiums (items all recipients receive in the direct-mail package) and back-end premiums (items sent later only to those who donate). A front-end premium can often boost response, and there are no fulfillment costs involved. Back-end premiums also can boost response. And while there are fulfillment costs, the organization only has to give out back-end premiums to individuals who have donated rather than everyone it mails, as with front-end premiums. For this reason, Chewning says back-end premiums can be items of greater value.