June 24, 2004 | Read Time: 1 minute
Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising, Revised and Updated
by Mal Warwick
“Because of its ability to target, reach, and motivate individual people in large numbers,” mail solicitation plays a key role in nonprofit fund raising, writes Mal Warwick, who founded or helped start four consulting companies, including one that bears his name in Berkeley, Calif. This version of the original 1989 text describes how to set up a successful direct-mail program and examines some of the changes Mr. Warwick has observed in such programs over the last 15 years.
Mr. Warwick says that an effective mail campaign can help a group recruit volunteers, inspire political action, and promote its events. Direct mail, he says, is also an important tool in expanding an organization’s pool of donors. He offers tips on using mail to acquire new contributors.
The author describes how to compile mailing lists and prepare an initial test mailing. He also outlines the components of a mailing and gives tips on writing letters, designing envelopes, and including brochures or small gifts.
One section of the book describes the author’s direct-mail efforts for the Union of Concerned Scientists. It includes statistics about the organization’s fund-raising success over a four-year period, as well as sample solicitation letters.
Mr. Warwick discusses new trends in direct-mail fund raising, including what he considers an increased focus on the interdependence between direct mail and other types of fund raising. The book also provides suggestions for better integrating mailings with major-gift solicitations.
Publisher: Jossey-Bass, 989 Market Street, San Francisco, Calif. 94103-1741; (317) 572-3986 or (800) 956-7739; fax (317) 572-4002; http://www.josseybass.com; 352 pages; $39; I.S.B.N. 0-7879-6429-8.
