Mal Warwick, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates; Share Group; Donordigital; and Response Management Technologies. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of sixteen books on the topic of fundraising, including How to Write Successful Fundraising Letters and The Five Strategies for Fundraising Success.

• Tables, Figures, and Exhibits xiPreface xvAcknowledgments xxiAbout the Author xxvIntroduction: How We Got Here and Where We’re Going 1PART ONE: Making Direct Mail Work for Your Organization 91 The Strategic Uses of Direct Mail 112 Selecting Your Audience 353 Preparing Your Test Mailing 534 Anatomy of a Direct Mail Fundraising Package 695 Premiums and Other Involvement Devices 816 Building Your Donor Base 87PART TWO: Getting the Most from Your Donors 1037 Maximizing Donor Value 1058 Annual Giving and Membership Programs 1259 Monthly Giving 13910 High-Dollar Annual Giving Clubs 15311 The Many Uses of the Telephone 16312 Legacy Giving 17313 Thank-Yous, Welcome Packages, and Cultivation Mailings 183PART THREE: Direct Mail Fundraising Today and Tomorrow 20714 Mastering the New Media Mix 20915 Twelve Trends for a New Century 223PART FOUR: Four Years in the Life of a Successful Direct Mail Program 24516 The Union of Concerned Scientists, 1999–2003 247Resource A: Glossary 273Resource B: Working with a Direct Mail Consultant 283Resource C: Answering the Arguments Against Direct Mail 293Resource D: Fundraising Ratios and Other Deceptions 299Resource E: Direct Mail Fundraising in the Thirteenth Century? 305Resource F: Reading List and On-Line Resources 309References 317Index 319I Want to Hear from You! 325

Mal Warwick, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates; Share Group; Donordigital; and Response Management Technologies. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of sixteen books on the topic of fundraising, including How to Write Successful Fundraising Letters and The Five Strategies for Fundraising Success.

• Tables, Figures, and Exhibits xiPreface xvAcknowledgments xxiAbout the Author xxvIntroduction: How We Got Here and Where We’re Going 1PART ONE: Making Direct Mail Work for Your Organization 91 The Strategic Uses of Direct Mail 112 Selecting Your Audience 353 Preparing Your Test Mailing 534 Anatomy of a Direct Mail Fundraising Package 695 Premiums and Other Involvement Devices 816 Building Your Donor Base 87PART TWO: Getting the Most from Your Donors 1037 Maximizing Donor Value 1058 Annual Giving and Membership Programs 1259 Monthly Giving 13910 High-Dollar Annual Giving Clubs 15311 The Many Uses of the Telephone 16312 Legacy Giving 17313 Thank-Yous, Welcome Packages, and Cultivation Mailings 183PART THREE: Direct Mail Fundraising Today and Tomorrow 20714 Mastering the New Media Mix 20915 Twelve Trends for a New Century 223PART FOUR: Four Years in the Life of a Successful Direct Mail Program 24516 The Union of Concerned Scientists, 1999–2003 247Resource A: Glossary 273Resource B: Working with a Direct Mail Consultant 283Resource C: Answering the Arguments Against Direct Mail 293Resource D: Fundraising Ratios and Other Deceptions 299Resource E: Direct Mail Fundraising in the Thirteenth Century? 305Resource F: Reading List and On-Line Resources 309References 317Index 319I Want to Hear from You! 325

Mal Warwick, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates; Share Group; Donordigital; and Response Management Technologies. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of sixteen books on the topic of fundraising, including How to Write Successful Fundraising Letters and The Five Strategies for Fundraising Success.

• Tables, Figures, and Exhibits xiPreface xvAcknowledgments xxiAbout the Author xxvIntroduction: How We Got Here and Where We’re Going 1PART ONE: Making Direct Mail Work for Your Organization 91 The Strategic Uses of Direct Mail 112 Selecting Your Audience 353 Preparing Your Test Mailing 534 Anatomy of a Direct Mail Fundraising Package 695 Premiums and Other Involvement Devices 816 Building Your Donor Base 87PART TWO: Getting the Most from Your Donors 1037 Maximizing Donor Value 1058 Annual Giving and Membership Programs 1259 Monthly Giving 13910 High-Dollar Annual Giving Clubs 15311 The Many Uses of the Telephone 16312 Legacy Giving 17313 Thank-Yous, Welcome Packages, and Cultivation Mailings 183PART THREE: Direct Mail Fundraising Today and Tomorrow 20714 Mastering the New Media Mix 20915 Twelve Trends for a New Century 223PART FOUR: Four Years in the Life of a Successful Direct Mail Program 24516 The Union of Concerned Scientists, 1999–2003 247Resource A: Glossary 273Resource B: Working with a Direct Mail Consultant 283Resource C: Answering the Arguments Against Direct Mail 293Resource D: Fundraising Ratios and Other Deceptions 299Resource E: Direct Mail Fundraising in the Thirteenth Century? 305Resource F: Reading List and On-Line Resources 309References 317Index 319I Want to Hear from You! 325