Dean Rieck

The Ins and Outs of Premiums Oct. 4, 2005 By Abny Santicola, FundRaising Success Not all premiums are created equal, nor do all of them work for all nonprofit organizations. Dean Rieck, consultant, copywriter and creative director with Columbus, Ohio-based Direct Creative, says personalized mailing labels, tote bags, calendars, note cards and bumper stickers can all work for nonprofits. "But this is tricky," Rieck adds. "If your premium seems to be too expensive, people will think you're wasting their money. But it has to have some perceived value in order to work." Rieck says personalized mailing labels often work well because they find