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Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising

ISBN: 978-1-118-10511-5
352 pages
January 2004, Jossey-Bass
Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising  (1118105117) cover image
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.
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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

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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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Mal Warwick AssociatesMal Warwick Associates help nonprofits and political organizations build long-term, mutually rewarding relationships with individual donors through integrated fundraising and marketing programs. Their focus areas include direct mail and telephone fundraising, legacy marketing, online communications, and major gift programs.
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