Premium Considerations

McCarthy says NMSS wasn't interested in using premiums because it was looking at more traditional donors who are more focused on what they perceive to be the mission of the organization -- a more philanthropic donor as opposed to the more transactional donor acquired through premiums.

While the non-premium route is working for NMSS and netting a very high average gift, McCarthy adds that nonprofits need to be clear about what kind of donors they want and let that answer guide their strategy, as opposed to letting agencies or list brokers point them in the wrong direction.