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| Preface | |
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| Acknowledgments | |
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| What Really Matters in Direct Mail | |
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| The Five Important Elements in an Appeal | |
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| Is Direct Mail for You?--A Quiz You Can't Afford Not To Take | |
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| Doing the Math--Budgeting Scheduling, and Evaluating | |
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| Size of the First Mailing | |
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| Size of Subsequent Mailings | |
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| Preparing a Budget | |
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| Establishing a Mail Schedule | |
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| Tabulating Responses | |
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| Analyzing the Mailing | |
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| How To Calculate Response Rates | |
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| House Mailing Math | |
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| Choosing Lists and Brokers | |
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| Locating Your Market | |
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| What Is a List Broker? | |
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| What the List Broker Does | |
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| Why the List Broker Is Indispensable | |
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| Questions a List Broker Needs Answered | |
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| How Many Brokers Should You Use? | |
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| Testing Lists and Quantities | |
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| Important Things To Know When Ordering Lists | |
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| The Value of Exchanged Lists | |
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| Still Unconvinced about Exchanging? | |
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| How Merge/Purge Works | |
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| How To Mail "Multis" | |
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| Guarding against List Theft | |
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| Creating the Acquisition Appeal | |
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| Before You Write the Acquisition Letter | |
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| How Much Money Should You Ask For? | |
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| Members or Donors? | |
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| Strategizing the Acquisition Package | |
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| Acquisition Letter-Writing Basics | |
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| How People Read Your Letters | |
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| Getting Younger Donors | |
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| Renewing Members and Donors | |
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| Asking for the Second Gift | |
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| Frequency of Contact | |
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| The Psychology of Multiple Renewal Notices | |
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| First Year vs. Second Year Renewals | |
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| Working with Lapsed Members/Donors | |
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| Special Appeals | |
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| Types of Special Appeals | |
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| Converting Appeals into Acquisitions | |
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| Thank the Donor in the Appeal | |
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| Don't Mistake a Good Story for a Special Appeal Subject | |
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| Don't Think an Anniversary Is the Key to Success | |
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| Segmenting the House File for Maximum Results | |
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| The Letter's Not the Only Thing | |
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| The Response Device | |
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| The (Outer) Carrier Envelope | |
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| Designing the Reply Envelope | |
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| Other Enclosures | |
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| The Package as a Whole | |
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| Testing for Fun and Profit | |
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| Everyone Can Test | |
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| What's in a Winning Package? | |
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| In What Quantities Should You Test? | |
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| In What Proportions Should You Test? | |
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| What Size "Lift" Makes a Difference? | |
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| What If the Test Package Partially Works? | |
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| How Are House Appeal Tests Different? | |
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| Benefits and Premiums | |
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| Brochure | |
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| Credit Card Charge Option | |
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| Endorsement or "Lift" Letter | |
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| Envelope Teaser Copy | |
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| Insertion Order | |
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| Letter Length | |
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| Letter Signer | |
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| Package Size | |
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| Photographs | |
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| Art | |
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| Postage | |
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| Reply Envelope: Postage Paid BRE vs. CRE | |
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| Temporary Membership Card | |
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| Name and Address Labels | |
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| Typeface | |
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| Underlining and Call-Outs | |
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| Basic Membership Ask Amount | |
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| Conclusion | |
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| Card, Calendar, and Other Major Premium Programs | |
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| Program Description | |
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| Perceived Value | |
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| Choosing Art | |
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| Writing Copy | |
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| Results To Expect | |
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| Packaging | |
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| When You Care Enough | |
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| Premiums in Acquisition Packages | |
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| A Word of Warning | |
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| Monthly Donor Programs | |
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| Doing the Math | |
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| Creating Motivation | |
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| Naming the Program | |
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| Initial Invitation | |
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| The Best Prospects | |
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| Monthly Billing | |
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| Bonding with Sustainers | |
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| Member Attrition | |
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| Delinquent Pledgers | |
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| Annual Upgrading | |
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| Electronic Funds Transfer | |
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| Credit Card Option | |
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| Special Donor Programs (High Dollar, Bequest, and Capital Campaigns) | |
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| Bequests and Planned Gifts | |
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| How To Launch a High Dollar Program | |
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| Capital Campaigns through the Mail | |
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| Synergistic Programs | |
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| Production, Mailing, and File Maintenance | |
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| Working with Graphic Artists | |
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| Working with Printers | |
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| Fail-Safe Proofreading | |
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| Mailings | |
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| Further Thoughts on Artists, Printers, and Mail Houses | |
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| Thirteen Money-Saving Production and Mailing Tips | |
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| Postage and Postal Regulations | |
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| Computers and Service Bureaus | |
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| The Options | |
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| Analyzing Your Needs | |
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| Selecting the Database (In-House vs. a Service Bureau) | |
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| The Merge and Purge Process | |
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| Mailing Duplicate Names: The Value of "Multibuyers" | |
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| Hiring a Firm | |
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| Telemarketing and Why People Love It | |
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| Some Common Concerns | |
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| Precall Your Donors | |
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| Postcall Your Donors | |
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| Reinstate Your Donors | |
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| The Direct Mail/Telephone Campaign | |
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| Telephone Testing and Donor Information | |
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| Reach Out and Ask Someone | |
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| The Future and Fundraising on the Internet | |
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| Internet Strategy | |
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| Developing a Website | |
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| Driving Traffic to the Site | |
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| Acquiring New Donors/Members | |
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| Testing | |
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| A Final Word of Caution | |
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| The Acknowledgment Program | |
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| Send a Memorable Acknowledgment | |
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| Personalize Acknowledgments | |
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| Fulfilling Benefits and Premiums | |
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| Welcome Member Kits | |
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| Promptness in Acknowledgments | |
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| What Size Gift To Acknowledge | |
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| Asking Again in the Acknowledgment | |
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| Format of Acknowledgment Letters | |
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| Telephone Acknowledgments | |
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| Legal Issues | |
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| Last Thoughts | |
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| Why People Give | |
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| Data Modeling | |
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| State Registration Regulations | |
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| Donor Privacy Considerations | |
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| Organization Resources | |
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| List Brokers Specializing in Fundraising | |
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| Telemarketers Specializing in Fundraising | |
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| EFT Service Providers | |
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| Recommended Reading | |
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| Glossary of Direct Mail Fundraising Terms | |
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| Index | |
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| About the Author | |