Nonprofits Mix Up, and Expand, Their Premium Offers
February 4, 2010 by Ethan Boldt, editor-in-chief
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Another mailer that used the round window on the outer was the National Rifle Association, which shows a decal freemium and uses the teaser "Your New NRA Member Shield Enclosed" (Archive code #601-172388-0910; see thumbnail below). Opening the mailer, you're immediately struck by the reply card, rather than a letter — a trend that I've noticed in more and more nonprofits, which seemingly want to get the business out of the way. On the card and "membership activation" form are two pictured premiums that come with different memberships: a "heavy duty" duffel bag for a one-year membership and also a 9-LED aluminum barrel flashlight for a three-year membership.
Both premiums then show up on their own buckslip, which describes their utility and connects them to the NRA cause. The duffel bag can be used "on an extended hunting trip" while the flashlight "is a handy tool to have on your belt, in your car or at arms length in an emergency." On the letter, a picture of the duffel bag (as well as copy) then makes an appearance in the top right-hand corner and the flashlight in the P.S. area, maximizing their potential impact.
Lastly, "conservative" organizations have demonstrated the tendency to use a book premium as a big draw for passionate ideologues on the so-called "right." The David Horowitz Freedom Center is giving out the book "Stealth Jihad: How Radical Islam is Subverting American Without Guns or Bombs" for a gift of $50 or more (Archive code #601-711381-0910). The Clare Boothe Luce Policy Institute not only uses conservative author and commentator Michelle Malkin in the corner card on its #10 outer, it also will send her book "Culture of Corruption: Obama and His Team of Tax Cheats, Crooks and Cronies" for gifts of $55 or more (Archive code #601-717855-0910).
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