The Ins and Outs of Premiums

"But this is tricky," Rieck adds. "If your premium seems to be too expensive, people will think you're wasting their money. But it has to have some perceived value in order to work."

Rieck says personalized mailing labels often work well because they find this middle ground.

"They're fairly inexpensive but they're very handy," he explains. "They also serve as a constant reminder of support for the organization."