This updated edition of Mal Warwick’s landmark book Revolution in the Mailbox has been thoroughly revised to provide your nonprofit organization with the most current and comprehensive survey of direct mail fundraising available anywhere. If you follow Warwick’s practical, down-to-earth advice, direct mail will help your organization grow, gain visibility, involve your donors, increase its efficiency, and achieve financial stability. Written in an easy, conversational style, this latest edition is filled with real-world examples and illustrations showing how you can realize the full potential of direct mail by putting it to work as a strategic tool.
विषयसूची
Tables, Figures, and Exhibits xi
Preface xv
Acknowledgments xxi
About the Author xxv
Introduction: How We Got Here and Where We’re Going 1
PART ONE: Making Direct Mail Work for Your Organization
9
1 The Strategic Uses of Direct Mail 11
2 Selecting Your Audience 35
3 Preparing Your Test Mailing 53
4 Anatomy of a Direct Mail Fundraising Package 69
5 Premiums and Other Involvement Devices 81
6 Building Your Donor Base 87
PART TWO: Getting the Most from Your Donors 103
7 Maximizing Donor Value 105
8 Annual Giving and Membership Programs 125
9 Monthly Giving 139
10 High-Dollar Annual Giving Clubs 153
11 The Many Uses of the Telephone 163
12 Legacy Giving 173
13 Thank-Yous, Welcome Packages, and Cultivation Mailings
183
PART THREE: Direct Mail Fundraising Today and Tomorrow
207
14 Mastering the New Media Mix 209
15 Twelve Trends for a New Century 223
PART FOUR: Four Years in the Life of a Successful Direct Mail
Program 245
16 The Union of Concerned Scientists, 1999-2003 247
Resource A: Glossary 273
Resource B: Working with a Direct Mail Consultant 283
Resource C: Answering the Arguments Against Direct Mail 293
Resource D: Fundraising Ratios and Other Deceptions 299
Resource E: Direct Mail Fundraising in the Thirteenth Century?
305
Resource F: Reading List and On-Line Resources 309
References 317
Index 319
I Want to Hear from You! 325
लेखक के बारे में
Mal Warwick, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates; Share Group; Donordigital; and Response Management Technologies. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of sixteen books on the topic of fundraising, including How to Write Successful Fundraising Letters and The Five Strategies for Fundraising Success.
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