Retailer - You get five copies of the book, plus a poster for your store to advertise the book, and your store will be listed as carrying it on our web site! We'll need to be able to verify that you're a retailer, with an actual brick-and-mortar store.
Lich - At your unholy command, we shall create a new monster, race, class, spell, or magic item! You tell us what you'd like to see, and we'll create it for Monsters & Magic (and Fate Core, if you want a version for that or if it's a monster and the stretch goals get us there). We also get to publish it, if we like it (with you getting credit for the idea, of course). Also includes everything in the Gryphon tier.
Phoenix - You gain immortality with us! Specifically, you get a printed copy of the monster book and you will get PDFs of anything Ebon Gryphon Games produces in the future, forever. (Or at least, as long as you keep your email address updated with us.) Includes everything in the Gryphon tier as well.