To Premium or Not to Premium?

* As a pleasant surprise to current donors. “This can engender loyalty and reaffirm your appreciation of their support. At the same time, it can encourage them to increase the size of their gifts,” says Barnes, author of the book “The Better Letter: Essential Tips for Effective Fundraising Copy.”

* For special occasions, especially around Christmas and Hanukkah, when gifts are expected. Offering premiums at special occasions decreases your chances of creating premium addicts.