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

<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>PART ONE: Making Direct Mail Work for Your Organization 9</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>PART TWO: Getting the Most from Your Donors 103</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>PART THREE: Direct Mail Fundraising Today and Tomorrow 207</p>
<p>14 Mastering the New Media Mix 209</p>
<p>15 Twelve Trends for a New Century 223</p>
<p>PART FOUR: Four Years in the Life of a Successful Direct Mail Program 245</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>