Links
Library:
Direct
Mail Fundraising
Direct
Mail Glossary
Definitions of terms used in direct mail marketing, provided
by the American List Council.
What
Your Organization Needs to Know About Direct Mail Fundraising
This article from the Association of Direct Response Fundraising
Counsel provides good information on what to expect and what
not to expect from direct mail fundraising campaigns.
The
Direct Mail Fund Raising Survival Kit
Including the 10 Commandments of fundraising by mail.
Eight
Direct Mail Copy Glitches That Dry-Gulch Results
Lee Marc Stein outlines eight copywriting mistakes to avoid in
any direct mail piece.
There's Art in That Appeal
Letter!
Jeane Vogel provides excellent tips for writing better appeal
letters for your museum.
Is
My Mailing Half Empty or Half Full?
How do you know if an appeal is on target, running ahead, or
running behind? Is there a way to predict the amount of money
that will be raised from a particular direct mail appeal? Yes,
there is. It's called half-life projection and this article explains
how to do one.
Finding
Your Way Through the Mailing List Swamp
George Duncan, author of Streetwise Direct Marketing, explains
the different types of mailing lists used for direct marketing
and offers tips on formatting and sources of lists.
Is it OK
to Take a Loss on a Direct Mail Campaign?
If you judge a mailing that loses money as a failure, Stephen
Hitchcock says you need to look at the big picture.
Do Label
Packages Work?
Ever wonder if those packages of address labels or greeting cards
that some organizations send out bring in the funds? Stephen
Hitchcock explains.
How Direct
Mail Can Benefit Your Organization
Mal Warwick provides information about the ratio of revenue to
cost, what makes direct mail work, and creating a schedule of
mailings.
Five Ways
to Conduct Market Research on a Shoestring
Even if you can't afford to hire a professional market research
firm, you can fine-tune your fundraising program.
Maintaining
Database Integrity
Accurate donor information is critical to successful relationship
cultivation and fundraising. If you don't already have an action
plan for keeping your organization's data complete and up to
date, this article by Gary Farrar can help you devise one.
The
Many Facets of Data Mining
"Most development officers don't realize the value of the
information in their databases," says Peter B. Wylie in
this article for CASE Currents. "Fund-raising databases
are filled with gems if you know how to dig.
"Making
Money With Your Newsletter
"If you're interested in raising money with your newsletter,
it might help to think of it as an appeal in sheep's clothing,"
writes Vic Schlitzer of LW Robbins Associates. "That's not
as calculating as it sounds. All it really means is that the
fundraising potential of the newsletter and the response it receives
depend a lot on the packaging."
Bentz Fundraising
Toolbox
Free call report and donor profile templates, provided by Charles
H. Bentz Associates.
For more fundraising links, see the Fundraising
or Membership Development sections
of the Links Library.
