September 21, 2000 | Read Time: 1 minute
Direct Response Fund Raising: Mastering New Trends for Results
edited by Michael Johnston
Despite the growing popularity of online fund raising, the contributors to this anthology say that direct mail will continue to be an important way for non-profit groups to raise money for some time to come.
“Direct response finds fund raisers’ supporters, keeps us in contact with those supporters, and collects their donations. It’s the most predictable and calculable medium that can be used to raise money,” writes Mr. Johnston, president of Hewitt and Johnston Consultants, in Toronto.
Eight fund-raising consultants from the United States, Canada, and England offer advice to charities on how to improve the ways in which they use direct mail and on how to integrate it with newer technologies.
Topics discussed include reaching donors in particular demographic groups, testing the effectiveness of direct-mail appeals, using a donor database to improve a campaign’s results, adapting direct-mail approaches to online fund raising, and using e-mail and the Internet to support traditional campaigns.
A CD-ROM that accompanies the book features more than 40 full-color sample direct-mail packages, including appeal letters, envelopes, reply cards, premiums, and other materials.
System requirements are an IBM-compatible Pentium processor, a CD-ROM drive,16 MB of RAM, Windows 95 or later, and World Wide Web software.
Publisher: John Wiley & Sons, 1 Wiley Drive, Somerset, N.J. 08875; (800) 225-5945; fax (908) 302-2300 or (800) 597-3299; http://www.wiley.com; 175 pages; $39.95; I.S.B.N. 0-471-38024-5.
