Recommended
Books:
Fundraising
and Direct Mail
Testing, Testing, 1, 2, 3:
Raise More Money With Direct Mail Tests
by
Mal Warwick
Wish you could get better results from your fundraising mailings?
Direct mail and fundraising guru Mal Warwick takes you through
each phase of the scientific process of discovering your organization's
ideal combination of direct mail offer, package, and postage.
Highlights include:
- The fundamental rules of the direct mail testing process
- When to test and when not to
- How to know when test results are meaningful
- Results from over three hundred separate direct mail fundraising
tests
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. He shows you, step by step, how to design an effective
test, interpret the results and incorporate lessons learned into
future mailings. He also shows how to identify those elements
that best warrant testing.
This vital information may save your organization thousands
of dollars by helping you determine what's important to test
and what isn't. And since even experienced direct mail practitioners
often find it hard to design statistically significant tests,
Warwick shows how to know when you can trust the results.
Table of Contents includes:
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.
Testing,
Testing, 1, 2, 3
by
Mal Warwick
Published
March, 2003, paperback, 120 pages
Order
now from Amazon.com
