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

By Paul Barbagallo

“A well-run, premium-based acquisition [campaign] could get as much as 25 percent of the response in $25 gifts,” Kline says, commenting on the tendency of higher-dollar premium responders ($25 versus $10) to become committed givers. “If you could migrate a portion of those individuals over at an acceptable investment, then you will have a non-premium-based program really worth something.”