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

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.
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.
Praise for Revolution in the Mailbox
"Revolution in the Mailbox 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."
—Richard Pordes, fundraising manager, UNICEF
"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 ide a, or raise dollars for a social issue."
—Bernard Ross, coauthor, Breakthrough Thinking for Nonprofit Organizations
"The new Revolution in the Mailbox 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."
—Jerry Panas, author, Mega–Gifts and Born to Raise
"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."
—Russ Feingold, United States Senator (Wisconsin)

Spis treści:
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!

Nota biograficzna:
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.

Okładka tylna:
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.
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 you̸ 2;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.
Praise for Revolution in the Mailbox
"Revolution in the Mailbox 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."
—Richard Pordes, fundraising manager, UNICEF
"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."
—Bernard Ross, coauthor, Breakthrough Thinking for Nonprofit Organizations
"The new Revolution in the Mailbox 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."
—Jerry Panas, author, Mega–Gifts and Born to Raise
"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."
—Russ Feingold, United States Senator (Wisco nsin)