Premiums as Strategic Donor Benefits

Klein recommends that direct-mail premiums be used:

1. As thank-you gifts for prompt donations.

2. To encourage donors to upgrade their gifts.

The best premiums are those that your organization already has, she says. If your organization is putting on a concert and ticket sales are slow, for example, Klein suggests offering donors free tickets if they renew by a certain date. You can also turn items that you have excess of, for whatever reason, into premiums.