— Sorry, I mixed up some #s in my original story. The totals are correct but I should clarify the averages. The $100 avg gift I cite was the avg of 200 donors who gave $80+, not the overall avg, which was ~$73 ($42k/577). [Avg for donors who gave <$80 was ~$54]

— Only offered to lapsed members (15mos w/o giving) b/c they were looking to see if they could stimulate them to give. Renewal efforts are sent to KCSM members reaching expiration of membership (one year from last “give”). Once a member surpasses 15 months without giving, KCSM tests new ways to get them to join.

— No control was mailed but past lapsed efforts have yielded <1% response. This package had 6+% response.

— They considered Zazzle but too expensive (they cited $18+ for Zazzle), and they also were looking for a high-quality shirt. The agency worked with one of their preferred premium vendors.

— Mailing labels: I've heard that's how some nonprofits dip their toe into premiums before trying other items. If they're not considered premiums, albeit low-end, it's news to me.

Hope that clarifies a bit. Apologies for the confusion on avg gift, etc. Thanks!