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

Overview

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 ...
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Overview

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.
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What People Are Saying

From the Publisher
“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

 “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

 “For more than a decade, Bread for the World has benefited from the strategic insights and practical wisdom that can be found in Revolution in the Mailbox. 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

 “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, Relationship Fundraising

 “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 21st 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, Beyond Fundraising and High-Impact Philanthropy

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Product Details

  • ISBN-13: 9781118105115
  • Publisher: Wiley
  • Publication date: 1/19/2004
  • Series: Mal Warwick Fundraising Series
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 10.00 (w) x 7.00 (h) x 0.73 (d)

Meet the Author

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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Table of Contents

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!

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