Revolution in the Mailbox Your Guide to Successful Direct Mail Fundraising

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!