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

By Amy Koop

While not technically considered a premium in ParadyszMatera incentive studies, decals are an interesting offshoot of the premium world. In terms of performance metrics (response and average gift), they tend to behave more like non-premium packages. Traditionally the domain of humanitarian and certain health/charity mailers, decals have become more popular with advocacy and political groups within the past six months.