How terrible are direct mail premiums, really? (Tip #31)

Premiums aren’t evil.  If you have a strong fundraising offer and/or are a very well known organization, you probably won’t need premiums.

If, however, your offer is weak or your organization isn’t a household name, you may need to consider a premium track for your direct mail fundraising program.  Just be sure you understand both the short and long-term costs of a premium-based program.

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