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.

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.

Tables, Figures, and Exhibits xiPreface xvAcknowledgments xxiAbout the Author xxvIntroduction: How We Got Here and Where We're Going 1PART ONE: Making Direct Mail Work for Your Organization91 The Strategic Uses of Direct Mail 112 Selecting Your Audience 353 Preparing Your Test Mailing 534 Anatomy of a Direct Mail Fundraising Package 695 Premiums and Other Involvement Devices 816 Building Your Donor Base 87PART TWO: Getting the Most from Your Donors 1037 Maximizing Donor Value 1058 Annual Giving and Membership Programs 1259 Monthly Giving 13910 High-Dollar Annual Giving Clubs 15311 The Many Uses of the Telephone 16312 Legacy Giving 17313 Thank-Yous, Welcome Packages, and Cultivation Mailings183PART THREE: Direct Mail Fundraising Today and Tomorrow20714 Mastering the New Media Mix 20915 Twelve Trends for a New Century 223PART FOUR: Four Years in the Life of a Successful Direct MailProgram 24516 The Union of Concerned Scientists, 1999-2003 247Resource A: Glossary 273Resource B: Working with a Direct Mail Consultant 283Resource C: Answering the Arguments Against Direct Mail 293Resource D: Fundraising Ratios and Other Deceptions 299Resource E: Direct Mail Fundraising in the Thirteenth Century?305Resource F: Reading List and On-Line Resources 309References 317Index 319I Want to Hear from You! 325