Here’s why donors won’t let you forget about freebies.

By Paul Barbagallo

Through several tests, Hinton found no need to offer additional premiums in the renewal process, as donors to the original box mailing responded well to straight appeals focusing on FFP’s mission.

Iconic symbol lifts response
With 10 direct mail campaigns that target roughly one million prospects and donors annually, the Susan G. Komen Breast Cancer Foundation works hard to tie its premium offers back to the organizational mission — literally. Since the charity first launched a direct mail fundraising program in 1998, Komen has mailed a raft of No. 10-envelope appeals containing the most widely used front-end premium: name-and-address labels.