Tables, Figures, and Exhibits.
Preface.
Acknowledgments.
About the Author.
Introduction: How We Got Here and Where We're Going.
PART ONE: Making Direct Mail Work for Your Organization.
1 The Strategic Uses of Direct Mail.
2 Selecting Your Audience.
3 Preparing Your Test Mailing.
4 Anatomy of a Direct Mail Fundraising Package.
5 Premiums and Other Involvement Devices.
6 Building Your Donor Base.
PART TWO: Getting the Most from Your Donors.
7 Maximizing Donor Value.
8 Annual Giving and Membership Programs.
9 Monthly Giving.
10 High-Dollar Annual Giving Clubs.
11 The Many Uses of the Telephone.
12 Legacy Giving 173
13 Thank-Yous, Welcome Packages, and Cultivation Mailings.
PART THREE: Direct Mail Fundraising Today and Tomorrow.
14 Mastering the New Media Mix.
15 Twelve Trends for a New Century.
PART FOUR: Four Years in the Life of a Successful Direct Mail Program.
16 The Union of Concerned Scientists, 1999–2003.
Resource A: Glossary.
Resource B: Working with a Direct Mail Consultant.
Resource C: Answering the Arguments Against Direct Mail.
Resource D: Fundraising Ratios and Other Deceptions.
Resource E: Direct Mail Fundraising in the Thirteenth Century?
Resource F: Reading List and On-Line Resources.
References.
Index.
I Want to Hear from You!
