Nonprofits Tighten the Belt on Premiums

The Nature Conservancy switched from a regular tote bag to a heavy-duty, multipocket garden tote bag at the end of 2005. Apparently, the switch was successful, for a year and a half later, the nonprofit’s current effort announces the “Karner Blue Butterfly Garden Totebag” is “FREE” on the outer. It turns out the bag is offered for a gift of $10 or more, and the branding butterfly appears not only on the bag, but throughout the mailing as well as on the freemium personal labels.