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Other titles in the Jossey-Bass Nonprofit and Public Management Series series:

Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests (Jossey-Bass Nonprofit and Public Management Series)

Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests (Jossey-Bass Nonprofit and Public Management Series) Cover

 

Synopses & Reviews

Publisher Comments:

Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing—when done correctly—can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's ideal combination of direct mail offer, package, and postage. Like Warwick's other, widely quoted books on fundraising, Testing, Testing, 1,2,3 is based on an abundance of real-world examples drawn from his more than two decades of experience in direct mail.

Read a Charity Channel review:

http://www.charitychannel.com/publish/templates/?a=38

Book News Annotation:

Suggest techniques for testing the effectiveness of using direct mail to raise money for a non-profit group, and explains how to analyze the test results and apply the knowledge gleaned to future mailings. The second half of the book presents the results of 286 separate direct mail fundraising tests organized by variable, such as inserts, letter length, and envelope. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Intended Audience: Fundraisers, marketers, nonprofit staff, board members, and volunteers.

Synopsis:

In this book Mal Warwick— a direct mail expert— shows fundraisers how to increase their direct mail results and raise more money by using the scientific process of testing. Step-by-step, he walks readers through the process of discovering the perfect combination of offer, package, and postage. In addition, this invaluable resource offers guidance on the three key elements of direct mail testing: designing an effective test, interpreting the results, and incorporating the lessons learned into future mailings. Warwick is the author of numerous books including "How to Write Successful Fundraising Letters" (0-7879-5652-X) and "The Five Strategies for Fundraising Success "(0-7879-4994-9).

About the Author

Consultant Mal Warwick is the founder or cofounder of four affiliated companies: Mal Warwick & Associates, Inc.; Share Group, Inc.; DONORDIGITAL.COM LLC; and Response Management Technologies, Inc. These companies provide a wide range of direct response fundraising and marketing services to nonprofit clients throughout North America. Warwick has taught fundraising techniques on five continents and is the author or editor of more than a dozen books on the topic of fundraising, including How to Write Successful Fundraising Letters.

Table of Contents

Perspectives and Tables.

Preface.

The Author.

PART I: The Rules of the Road.

1. Testing, Testing, Testing—Until You’re Blue in the Face.

2. The Initial Test Mailing.

3. What’s Worth Testing (and What Isn’t).

4. No Size Fits All.

5. What You See—Versus What You Get.

6. Tests or Rollouts?

7. Results Worth the Wait.

8. Reading Your Results.

9. Understanding Confidence Levels (Dan Suzio).

10. The Value of Guesswork.

11. Testing Tips from Major Mailers.

12. Testing Is Fundamental.

13. Comparing Costs.

PART II: Real-World Results.

14. Signatures.

15. Teasers.

16. Brochures.

17. Window Envelopes.

18. Mailing for the Environment (I).

19. Mailing for the Environment (II).

PART III: Testing in Action.

20. Inserts.

21. Postage.

22. Outer Envelopes.

23. Outer Envelope Teasers.

24. BREs.

25. Letter Length.

26. Gift Amounts.

27. Gift Strings.

28. Credit Card Options.

29. Miscellaneous Tests.

30. Spending Money to Raise Money.

Conclusion: Seven Guidelines for Successful Testing.

Glossary.

Recommended Reading.

Index.

Product Details

ISBN:
9780787967123
Subtitle:
Raise More Money with Direct Mail Tests
Publisher:
Jossey-Bass
Author:
Warwick, Mal
Location:
San Francisco
Subject:
Nonprofit Organizations & Charities
Subject:
Testing
Subject:
Philanthropy & Charity
Subject:
Direct-mail fund raising
Subject:
Non-Profit Organizations / Fundraising & Grantsmanship
Subject:
Business-Nonprofit
Copyright:
Series:
The Mal Warwick Fundraising Series
Series Volume:
8
Publication Date:
20080311
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
Professional and scholarly
Language:
English
Pages:
272
Dimensions:
9.44x7.02x.83 in. 1.14 lbs.

Related Subjects

Business » Marketing
Business » Nonprofit
History and Social Science » Sociology » General

Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests (Jossey-Bass Nonprofit and Public Management Series)
0 stars - 0 reviews
$ In Stock
Product details 272 pages Jossey-Bass - English 9780787967123 Reviews:
"Synopsis" by , Intended Audience: Fundraisers, marketers, nonprofit staff, board members, and volunteers.
"Synopsis" by , In this book Mal Warwick— a direct mail expert— shows fundraisers how to increase their direct mail results and raise more money by using the scientific process of testing. Step-by-step, he walks readers through the process of discovering the perfect combination of offer, package, and postage. In addition, this invaluable resource offers guidance on the three key elements of direct mail testing: designing an effective test, interpreting the results, and incorporating the lessons learned into future mailings. Warwick is the author of numerous books including "How to Write Successful Fundraising Letters" (0-7879-5652-X) and "The Five Strategies for Fundraising Success "(0-7879-4994-9).
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