To Premium or Not to Premium?

1. Will appeal to donors. “It should be an item that they like, something they will cherish, something they will be proud of, something they can use or something that will help them in some way,” he says.

2. Have perceived value.

3. Advertise the organization and serve to remind donors of its mission. Examples of this would be a calendar or a lapel pin. These items can spark conversations and generate awareness for the organization. Other effective premiums are those that remind donors of their importance to the organization’s cause — certificates of recognition that can be framed or official-looking plaques that can be hung on an office wall, for example.