March 18, 2004 | Read Time: 1 minute
Open Immediately: Straight Talk on Direct Mail Fundraising—What Works, What Doesn’t, and Why
by Stephen Hitchcock
This book advises charities on conducting fund-raising appeals through the mail. Stephen Hitchcock, president of Mal Warwick and Associates, a direct-marketing consulting firm in Berkeley, Calif., discusses to whom appeals should be sent, what letters should say, and how often nonprofit groups should send mail to prospective donors.
According to Mr. Hitchcock, “The single most important factor” in direct-mail fund raising is sending thank-you letters as soon as possible after a gift is received. He suggests following up those letters a week later with a “welcome packet” containing a recent newsletter and other information about the charity and how donations may be made.
The book also discusses which aspects of a mailing are not worth large investments of time or money. For example, Mr. Hitchcock says that fancy formats and “teasers” on envelopes rarely prompt more donations. The author explains how to test an appeal letter with a sample of potential donors, as well as which direct-mail appeals are worth testing.
The book also offers tips on how to approach former donors who have not recently contributed and how to write a compelling appeal letter.
Publisher: Emerson & Church, Publishers, P.O. Box 338, Medfield, Mass. 02052; (508) 359-0019; fax (508) 359-2703; http://www.contributionsmagazine.com; 264 pages; $24.95; I.S.B.N. 1-889102-12-1.
