Premium Considerations

There are millions of Americans, he adds, who are wonderful donors and are moved not by the cause or the need, but rather by the premiums.

"So you've got a ready-made market," he says. "And when you're looking at lists, you can look at lists that are built on premiums so you know that there's a receptive audience for that offer, whether it's a calendar or notepads or labels, what have you."