The National Geographic Society’s Karen Rice Gardiner on Direct Mail

November 2006 By Daryl Gale

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TM: How can nonprofits like the National Geographic Society create value for donors? Are there creative ways to offer premiums or discounts?
KRG: I see nonprofits using the same methods for thinking up freemiums, premiums and member benefits as any other direct marketer. The difference is that nonprofits have to be much closer to what assets the organization has that can be turned into a value-added item. Here at the National Geographic Society we use our “experts” in many ways. They teach photography camps, give lectures around the country, and serve as brand ambassadors. I think the goal is to get to the point where you are thinking more about unique offerings, rather than just more offerings.