January 21st, 2009 by Bob Bly
Today I got a fundraising letter from Ocean Conservatory containing — you guessed it — free address labels.
The reason fundraisers enclose these free address labels, of course, is what Robert Cialidini in his book Influence identifies as the principle of reciprocity:
If I give you something (labels), you will feel obliged to give me something in return (a donation).
A free gift enclosed in a direct mail package is called a “freemium.”
It’s not that I object to free address labels as a freemium.
But I already have a whole drawer full of them.
What do you think fundraisers could use instead of address labels as a freemium that would be just as appreciated — and affordable?
I’ve seen a few other freemiums. Catholic charities have sent rosary beads and crosses. An Indian Mission sent a dream catcher and a sacred prayer.
Any other ideas out there that can get me free stuff in my mail other than all these address labels?
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