Premiums and Paid Products Spotlight: Fundraising Premiums: What's Working and Why

The copy was a classic, local-area fund drive with several personalization points using my city, state and name — but made even more compelling with the story of Jeremy, a young Army Ranger seriously wounded in Iraq.

The only mention of the premium was in the letter’s headline: “I attached a 42 cent Purple Heart stamp because … wounded troops returning from war urgently need your response to WWP’s [State] Fund Drive now!” Then, on the courtesy reply envelope, a box in the postage area directed, “PLACE YOUR FREE STAMP HERE,” effectively making the Purple Heart stamp a round-trip premium.