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Revolution in the Mailbox

Revolution in the Mailbox Your Guide to Successful Direct Mail Fundraising

Author: Mal Warwick
Publisher: John Wiley & Sons
ISBN: 9781118105115
Published In: March 2011
Format: Paperback , 352 pages
Jurisdiction: International or US ? Disclaimer:
Countri(es) stated herein are used as reference only

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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.

Tables, Figures, and Exhibits.

Preface.

Acknowledgments.

About the Author.

Introduction: How We Got Here and Where We're Going.

PART ONE: Making Direct Mail Work for Your Organization.

1 The Strategic Uses of Direct Mail.

2 Selecting Your Audience.

3 Preparing Your Test Mailing.

4 Anatomy of a Direct Mail Fundraising Package.

5 Premiums and Other Involvement Devices.

6 Building Your Donor Base.

PART TWO: Getting the Most from Your Donors.

7 Maximizing Donor Value.

8 Annual Giving and Membership Programs.

9 Monthly Giving.

10 High-Dollar Annual Giving Clubs.

11 The Many Uses of the Telephone.

12 Legacy Giving 173

13 Thank-Yous, Welcome Packages, and Cultivation Mailings.

PART THREE: Direct Mail Fundraising Today and Tomorrow.

14 Mastering the New Media Mix.

15 Twelve Trends for a New Century.

PART FOUR: Four Years in the Life of a Successful Direct Mail Program.

16 The Union of Concerned Scientists, 1999–2003.

Resource A: Glossary.

Resource B: Working with a Direct Mail Consultant.

Resource C: Answering the Arguments Against Direct Mail.

Resource D: Fundraising Ratios and Other Deceptions.

Resource E: Direct Mail Fundraising in the Thirteenth Century?

Resource F: Reading List and On-Line Resources.

References.

Index.

I Want to Hear from You!

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.