October 17, 2002 | Read Time: 1 minute
Profitable Direct Mail Appeals: Planning, Executing, and Maximizing Results urges nonprofit organizations to plan their entire year of direct-mail appeals in advance, as opposed to taking the “decide as you go” approach. When finished, the yearly plan will include what mailing lists should be used to reach specific types of donors and potential donors, clearly identified goals for each scheduled mailing, and predetermined contents for every mailing—down to the pledge card, brochure, and personalized letter. This publication includes guidelines for making direct mailings more personal, hiring outside companies to help produce the mailings, and building a mailing list. Chapters include advice on packaging appeals and writing effective letters, with tips on using compelling language and overcoming writer’s block. The guide also includes samples of solicitation letters, production schedules, and evaluation forms.
Publisher: Stevenson Consultants, P.O. Box 4528, Sioux City, Iowa 51104; (712) 239-3010; fax (712) 239-2166; http://www.stevensoninc.com; 46 pages; $49.95.
