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

By Amy Koop

Back-end premiums have typically included merchandise items such as backpacks, blankets and hats. Environmental and humanitarian organizations frequently also have used mission-related newsletters as back-end premiums. We’re seeing increased usage of newsletter premiums by those categories, as well as a new usage by the general health/charity category nonprofits.