The Ins and Outs of Premiums

"Giving away labels, stamps or greeting cards are popular, but anything will do as long as it seems generous or thoughtful. It can make your reader feel compelled to do something for you," he adds.

Below are some take-away tips from Rieck when it comes to use of premiums in nonprofit direct mail:

• Beware of lists built on premiums. These are not reliable donors because they've been "bribed" into giving.