A Premium (and Freemium) Arms Race

New to the mailstream are efforts from nonprofits that stand out because they include large items usually considered to be back-end premiums. St. Bonaventure Indian Mission and School's 12-inch-by-15-inch cardboard envelope include a polywrapped fleece blanket. Oddly, the appeal (for water supplies) makes no mention of this freemium whatsoever (Archive code #606-717791-1004). Humane Society of the United States, always a generous supplier of freebies, also mailed a blanket, this one in a hard-to-miss 11-inch-by-13.5-inch polybag. But HSUS mentions it in the pitch against animal cruelty, at one point calling it "a reminder of the comfort and security your new membership brings" (Archive code #610-171869-1001).

And the venerable tote bag? Paralyzed Veterans of America mailed one, selling its hundreds of possible uses, its symbolism as a "message of support and hope," and only asking for a $3 donation in return (Archive code #604-171930-1006B). AmeriCares enclosed a tote in a campaign that asks a supporter to first imagine that bag filled with supplies for a clinic, then visualize 35 bags for 35 clinics. It's a good way to motivate donors (their dollars go far), show appreciation for their help and promote the group's brand (Archive code #605-174932-1008).

Paul Bobnak is the research director of DirectMarketingIQ.com.

This article was originally published in the Oct. 14 edition of Inside Direct Mail Weekly.