“Front end premiums” are what marketers call the inclusion of a free gift in a direct mail envelope.

It usually massively increases the first conversion - the opening of the letter, and based on the premium, with the psychological obligation that you already received something for your action (e.g. free name labels), people feel more compelled to take the desired action in return.

Attached is a strange example of a non-profit that asks you to “return the nickel”. Rightfully Reddit asks: “Why the fuck didn’t they just keep it?!