Premiums are vital to many direct-mail, donor-acquisition progams. But address labels alone might not do the job.

By Amy Koop

Premium performance
It’s evident that premium use is significant, but how are premiums performing for nonprofits? For the past two years, ParadyszMatera has conducted a quarterly acquisition-performance benchmarking study using compiled statistics from 21 of its nonprofit clients (collectively mailing more than 250 million pieces annually).