Fundraising experts know that successful direct mail requires acontinual search for improvements in copy, package formats, andlists through trial-and-error testing. There is no doubt thattesting--when done correctly--can raise more money foryour organization. In Testing, Testing, 1,2,3 direct mailand fundraising expert Mal Warwick shows how the cumulative valueof thoughtful, systematic testing can help your organization reachits direct mail fundraising goals. This reader-friendly guide willtake you through each phase of the scientific process ofdiscovering your organization's ideal combination of direct mailoffer, package, and postage. Like Warwick's other, widely quotedbooks on fundraising, Testing, Testing, 1,2,3 is based on anabundance of real-world examples drawn from his more than twodecades of experience in direct mail.

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Perspectives and Tables.

Preface.

The Author.

PART I: The Rules of the Road.

1. Testing, Testing, Testing--Until You're Blue inthe Face.

2. The Initial Test Mailing.

3. What's Worth Testing (and What Isn't).

4. No Size Fits All.

5. What You See--Versus What You Get.

6. Tests or Rollouts?

7. Results Worth the Wait.

8. Reading Your Results.

9. Understanding Confidence Levels (Dan Suzio).

10. The Value of Guesswork.

11. Testing Tips from Major Mailers.

12. Testing Is Fundamental.

13. Comparing Costs.

PART II: Real-World Results.

14. Signatures.

15. Teasers.

16. Brochures.

17. Window Envelopes.

18. Mailing for the Environment (I).

19. Mailing for the Environment (II).

PART III: Testing in Action.

20. Inserts.

21. Postage.

22. Outer Envelopes.

23. Outer Envelope Teasers.

24. BREs.

25. Letter Length.

26. Gift Amounts.

27. Gift Strings.

28. Credit Card Options.

29. Miscellaneous Tests.

30. Spending Money to Raise Money.

Conclusion: Seven Guidelines for Successful Testing.

Glossary.

Recommended Reading.

Index.