Hugh Chewning

It’s more important to select a premium that has perceived value to your donor than it is to select one that relates to the theme or nature of your organization, says Hugh Chewning, president of Chewning Direct Marketing, providers of direct-mail strategy, consulting and copywriting. “In fundraising, I think the most important thing is to select a premium that works and increases your net income, and if that happens to relate to the organization’s purpose, then that’s great. If it doesn’t, that’s great too. The sole purpose of the premium is to increase net income. End of story. So whatever premium does that

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