Details

<p>Tables, Figures, and Exhibits xi</p> <p>Preface xv</p> <p>Acknowledgments xxi</p> <p>About the Author xxv</p> <p>Introduction: How We Got Here and Where We’re Going 1</p> <p><b>PART ONE: Making Direct Mail Work for Your Organization 9</b></p> <p>1 The Strategic Uses of Direct Mail 11</p> <p>2 Selecting Your Audience 35</p> <p>3 Preparing Your Test Mailing 53</p> <p>4 Anatomy of a Direct Mail Fundraising Package 69</p> <p>5 Premiums and Other Involvement Devices 81</p> <p>6 Building Your Donor Base 87</p> <p><b>PART TWO: Getting the Most from Your Donors 103</b></p> <p>7 Maximizing Donor Value 105</p> <p>8 Annual Giving and Membership Programs 125</p> <p>9 Monthly Giving 139</p> <p>10 High-Dollar Annual Giving Clubs 153</p> <p>11 The Many Uses of the Telephone 163</p> <p>12 Legacy Giving 173</p> <p>13 Thank-Yous, Welcome Packages, and Cultivation Mailings 183</p> <p><b>PART THREE: Direct Mail Fundraising Today and Tomorrow 207</b></p> <p>14 Mastering the New Media Mix 209</p> <p>15 Twelve Trends for a New Century 223</p> <p><b>PART FOUR: Four Years in the Life of a Successful Direct Mail Program 245</b></p> <p>16 The Union of Concerned Scientists, 1999–2003 247</p> <p>Resource A: Glossary 273</p> <p>Resource B: Working with a Direct Mail Consultant 283</p> <p>Resource C: Answering the Arguments Against Direct Mail 293</p> <p>Resource D: Fundraising Ratios and Other Deceptions 299</p> <p>Resource E: Direct Mail Fundraising in the Thirteenth Century? 305</p> <p>Resource F: Reading List and On-Line Resources 309</p> <p>References 317</p> <p>Index 319</p> <p>I Want to Hear from You! 325</p>

<b>Mal Warwick</b>, 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 <i>How to Write Successful Fundraising Letters</i> and <i>The Five Strategies for Fundraising Success</i>.

This updated edition of Mal Warwick's landmark book <i>Revolution in the Mailbox</i> 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. <p>In addition to a wealth of new ideas and examples, this revised edition also contains new chapters on combining direct mail with telephone fundraising, using the Internet to improve your direct mail results, and promoting legacies through direct mail. Whether you're a seasoned professional or new to fundraising, you will find this book an essential guide to understanding how direct mail can be put to work to build your brand, strengthen relationships with your donors or members, and maximize your organization's income.</p> <p><b>Praise for <i>Revolution in the Mailbox</i></b></p> <p>"<i>Revolution in the Mailbox</i> is full of up-to-date, practical advice and tips for creating great direct mail appeals and for dealing with the changing nature of direct mail fundraising. After twenty years working in direct mail, I plan to use it as our basic guide to constantly improve our fundraising activities."<br /> —<b>Richard Pordes</b>, fundraising manager, UNICEF</p> <p>"This book is bursting with ideas, examples, case studies, and insights that no serious direct marketer can do without. Mal Warwick paints a picture with solid argument and compelling logic of the future of donor communication. This is a must-have book for anyone keen to promote a cause, champion an idea, or raise dollars for a social issue."<br /> —<b>Bernard Ross</b>, coauthor, <i>Breakthrough Thinking for Nonprofit Organizations</i></p> <p>"The new <i>Revolution in the Mailbox</i> is the best and most applicable book on direct mail you’ll ever read. Ever. Period. If you have the original, you’ll want to buy the revision for all the new material. If you don’t have the original–now considered a classic in the field–shame on you! But you can make up for it. Rush to buy the new version. Enjoy the feast."<br /> —<b>Jerry Panas</b>, author, <i>Mega-Gifts and Born to Raise</i></p> <p>"Mal Warwick shows how direct mail is one of the strongest tools available when it comes to developing, communicating with, and activating supporters. Mal is the best in the business, and this book is a tremendous tool for anyone looking to grow and maintain a strong organization."<br /> —<b>Russ Feingold</b>, United States Senator (Wisconsin)</p>

“A primer of modern direct mail. It sits on my desk as an essential reference. It should sit on yours, too.”—Steve Thomas, chairman, Stephen Thomas <p> “Mal Warwick is one of the grand masters of the direct mail field. Few can match his marketing expertise or passion for the causes he takes on—both potent ingredients for a successful program.”—Howard Ris, president, Union of Concerned Scientists</p> <p> “For more than a decade, Bread for the World has benefited from the strategic insights and practical wisdom that can be found in <i>Revolution in the Mailbox</i>. I know first-hand how much organizations will gain from Mal Warwick’s systematic approach to direct mail fundraising.”—The Rev. David Beckmann, president, Bread for the World</p> <p> “Anyone committed to effective fundraising from individuals will consider this book a ‘must-have,’ for it contains pretty much the sum total of human knowledge and insight on the premier method of communicating with donors: direct mail.”—Ken Burnett, author, <i>Relationship Fundraising</i></p> <p> “Once again, Mal Warwick has reminded all of us of the power of direct mail. More importantly, his dedication to the importance of donor and values-centered 21^st Century philanthropy give the book both relevance and urgency. Mal’s specialty may be direct mail, but his breadth of wisdom and fine writing make this a book whose principles run through all philanthropic acitivites.”--Kay Sprinkel Grace, author, <i>Beyond Fundraising</i> and <i>High-Impact Philanthropy</i></p>

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