Nonprofits Tighten the Belt on Premiums

Last year in Inside Direct Mail, we wrote that the nonprofit sector was experiencing a “pretty big downturn in premium use.” Not only were total numbers down, but so was the variety of premium types being offered. Indeed, nonprofit premiums had an undeniable presence in both the 2003 and 2004 calendar years. However, after doing some research in our Who’s Mailing What! Archive, it became clear that the premium’s grip on the sector was beginning to slip, with 23.1 percent of nonprofit mail including a premium offer in 2003 and 16.7 percent in 2004.