Premiums and Paid Products Spotlight: Primed for Premiums?

MBG: What are the pros/cons of using premiums for fundraising?

PB: Premiums can encourage a fence-sitter to give a first gift. They can encourage the second gift. They can also help build a habit of giving. I suggest what I call a “continuity premium.” This was used successfully for donors acquired via DRTV. They received a premium when they gave and were offered a complement to that for a second gift, third gift, etc. It was mission-focused and low-cost, but it felt like it “completed” the premium. (I stole this idea from Bradford Exchange after I ordered one plate and eventually bought all eight in the series rather than feel like I had an incomplete set.)