Mal Warwick – Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising
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Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising
About the Author
Table of contents
Tables, Figures, and Exhibits xi
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
I Want to Hear from You! 325
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