A Premium (and Freemium) Arms Race

For many years, the "Message of Hope" has been the workhorse acquisition package for Amnesty International. But now, besides the personalized labels mailed in the effort, there's a buckslip announcing a sweetener: a free tote bag. Besides its practical value, the tote is a logical tie-in with Amnesty's message because it helps the new member to "show the world your commitment to human rights" (Archive code #601-171583-1006C, go to the Who's Mailing What! Archive to order a PDF).