Revolution in the Mailbox Your Guide to Successful Direct Mail Fundraising [Paperback]

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 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<lÃ