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Building your direct mail program

Author: Lister, Gwyneth J. Series: Excellence in fund raising workbook series ; Jossey-Bass nonprofit and public management seriesPublisher: Jossey-Bass, 2001.Language: EnglishDescription: 82 p. ; 28 cm.ISBN: 0787955299Type of document: BookBibliography/Index: Includes bibliographical references
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HG177 .L57 2001
(Browse shelf)
Available 900187022
Total holds: 0

Includes bibliographical references


Content Building Your Direct Mail Program Worksheets and Exhibits xv Preface xvii The Author 1. xxv 1 Understanding Direct Mail Fund Raising Why Mail to Individuals? 2 Types o f Direct Mailings 3 Timeline for a Mailing 3 Terms Used in Direct Mailing 4 2. Creating Your Case for Support What Is a Case? 7 Contents of the Case Statement Using the Case in Marketing 8 Principles of Marketing 9 Worksheets 11 7 7 3. Identifying Your Donors Role of Special Events Role o f the Annual Fund Worksheets 19 17 17 18 4. Building Your Donor Base Role of Prospect Mailing Role of Cold Mailing 26 25 25 What t o Do Before Any Mailing Role of Thank-You's Worksheets 27 27 26 5. Assembling the Direct Mail Package The Outer Envelope 33 The Letter 34 33 The Response Form 37 ' ~ h Follow-up Thank-You h Enclosures 41 40 6. Planning Your Mailings 43 How Often to Mail 43 When to Do Special Mailings 44 Worksheets 45 7. Assessing Your Costs Printing Costs 53 Tracking Results 55 Selecting Donor Software 53 55 8. Testing and Evaluating Your Direct Mail Efforts How t o Test Worksheets 59 60 59 9. Thanking Your Donors 65 When t o Thank How t o Thank 65 67 10. Putting It All Together Your Annual Budget 69 69. Resources 71 Working w i t h the U.S. Postal Service List Brokers and Mailing Houses Useful Addresses and Web Sites 75 72 77 References 79 81 Further Reading

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