We are very effectively repositioning public television in their minds. In most cases, you'd take the premium even if that wasn't what was motivating you. And you'd expect a similar offer the next time. The traditional rule of thumb was that the thank-you gift should cost just 10 percent of your suggested donation level. Today's premium offer and it's related fulfillment costs may represent more than 35 percent of the contribution received.
Premiums are now the central focus of many pledge drives.
They are still priced well above WalMart, but our best donors can afford to pay that extra amount for the convenience. And they do. It doesn't help that many pledge drives also adopt the same look and feel of home shopping networks. It also has immediate meaning for the pledge drive's bottom line. Times have changed, yet on-air pledge drives have not.