Nonprofits Tighten the Belt on Premiums

The Nature Conservancy switched from a regular tote bag to a heavy-duty, multipocket garden tote bag at the end of 2005. Apparently, the switch was successful, for a year and a half later, the nonprofit’s current effort announces the “Karner Blue Butterfly Garden Totebag” is “FREE” on the outer. It turns out the bag is offered for a gift of $10 or more, and the branding butterfly appears not only on the bag, but throughout the mailing as well as on the freemium personal labels.

Lastly, after a steady stream of tote bags for years, the National Parks Conservation Association began tinkering with its premiums, offering such items as stuffed animals and fleece blankets. Its current mailing went with a bucket hat for a gift of $15 or more.

This article originally appeared in the September issue of Inside Direct Mail. www.insidedirectmail.com