Tables, Figures, and Exhibits xi

Preface xv

Acknowledgments xxi

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

References 317

Index 319

I Want to Hear from You! 325

*Format: Ebook (PDF)