New to the mailstream are efforts from non-profits that stand out because they include a large item usually considered to be a back-end premium. St. Bonaventure Indian Mission & School's 12" x 15" cardboard envelope included a polywrapped fleece blanket. Oddly, the appeal (for water supplies) makes no mention of this freemium whatsoever (Archive code #606-717791-1004). Humane Society of the United States, always a generous supplier of freebies, also mailed a blanket, this one in a hard-to-miss 11" x 13-1/2" polybag . But HSUS mentions it in the pitch against animal cruelty, at one point calling it "a reminder of the comfort and security your new membership brings" (Archive code #610-171869-1001).
And the venerable tote bag? Paralyzed Veterans of America mailed one, selling its hundreds of possible uses, its symbolism as "message of support and hope," and only asking for a $3 donation in return (Archive code #604-171930-1006B). AmeriCares enclosed a tote in a campaign that asks a supporter to first, imagine that bag filled with supplies for a clinic, then visualize 35 bags for 35 clinics. It's a good way to motivate a donor (their dollar goes far), show appreciation for their help, and promote the group's brand (Archive code #605-174932-1008).