To Premium or Not to Premium?

Though the use of premiums is a hot topic of debate in the world of nonprofit fundraising, there are times when mailing these little gifts is definitely the way to go. Here, direct-response marketing copywriter Roscoe Barnes III talks about some of those times.

* When you’ve exhausted your list of non-premium-acquired donors. Creating a secondary list that targets donors that have not responded but might be premium-responsive is more economical than offering your entire list a premium.