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 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 (Wisconsin)
Tables, Figures, and Exhibits xi
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
I Want to Hear from You! 325