Margaret Battistelli Gardner: How would you describe the place of premiums in fundraising?
Pamela Barden: Premiums are a great way to deepen the relationship with a fledgling donor. This requires careful choice of the premium to find one that enhances your mission. For example, a health care agency may select a small first-aid kit, or a museum could offer a few note cards featuring something from its collection. I have used a small, low-cost, mission-related premium to secure a second gift from a new donor; a premium can be that added incentive to encourage a stronger link between the donor and the nonprofit.
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