Direct response fund raising : mastering new trends for results / Michael Johnston.

Format:

Book

Author/Creator:

Johnston, Michael W., 1963-

Series:

NSFRE/Wiley fund development series

The NSFRE/Wiley fund development series

Language:

English

Subjects (All):

Fund raising.

Direct-mail fund raising.

Physical Description:

xix, 193 pages : illustrations ; 26 cm.

Manufacture:

1 computer laser optical disk (4 3/4 in.)

Place of Publication:

New York : Wiley, 2000 +.

System Details:

System requirements for accompanying computer disk: IBM PC with 100 MHz or faster; Pentium or compatible processor; Microsoft Windows 95 or later.

Summary:

Nonprofits can boost donor and membership response rates with these exciting examples and tips guaranteed to reinvigorate direct mail campaigns

The success of a nonprofit direct mail program requires staying on top of recent trends in the field. These trends include appealing to aging baby boomers as well as tapping into powerful new databases, the Internet, CD-ROMs, diskettes, and videos. Dealing directly with new trends, this indispensable guide gives fundraisers, nonprofit managers, and volunteers an excellent understanding of how to plan bold and successful direct mail campaigns guaranteed to revitalize a fundraising program. Scores of examples reconnect readers with the latest in the medium. Features include: Real-life results related to response percentages, costs, and average dollar return CD-ROM with checklists to help organizations implement ideas and 30 fund-raising models searchable by theme, type, and subject matter

Michael Johnston (Toronto, Ontario) is President of Hewitt and Johnston Consultants, a full-service fundraising consulting firm. He has worked with a wide range of educational institutions and lectures on the Internet and in the nonprofit sector.

Contents:

1 Introduction: Heads Up! Eyes on the Future! / Mal Warwick 1

A Cloudy Crystal Ball 2

Predicting Future Changes 3

What the Future Will Not Change 6

2 Making the Case for Direct Response / Michael Johnston 11

Why It Is important to Have Everyone Committed to Fund-raising, in Some Capacity 11

Working with Other Areas of the Development Office 14

Taking Advantage of Synergy between Fund-Raising Media 15

What to Do with Success 16

Proper Clerical Support 18

Volunteers 19

Working with Organization Staff 21

A Direct Response Program Doesn't Have to Be Large or Small

It Needs Only to Be Masterfully Executed 29

Appendix A Survey Results from the Heart and Stroke Foundation of Manitoba 35

Appendix B An Examination and Explanation of the Three Year Plan 39

3 New Audiences with Direct-Response Fund-Raising / Judith E. Nichols 45

What Separates the Generations 45

Depression Babies 46

World War II Babies 47

Baby Boomers 48

Baby Busters 49

Baby Boomlet 50

How to Best Reach Divergent Audiences 50

Personalizing for the Audience 54

4 Using the Database to Understand, Secure, and Keep Future Donors / Jeff Gignac 61

Is There a Trend with Databases in Direct-Response Fund-Raising? 61

More Than Just a Card Filing System 61

Mastering the Basics: Not Letting the Technology Submerge What's Most Important 63

Important Trends and Abilities to Layer on Top of the Basics 66

5 New Media and Direct-Response Fund-Raising / Jason Potts 85

New Media and the Techniques of Direct Response 89

Adding New Media to the Mix 93

New Media as a Stand-Alone Direct Response Tool 96

Making Effective Banners 98

Conclusion: New Media and Direct Response Tomorrow 111

Appendix A The Low Cost of Staying Top of Mind through a Screensaver 114

Appendix B Interview with Graham Knope 115

6 Incrementalism or a Revolution? Why Direct-Mail Practitioners Can't Forget That the More Things Change, the More They Stay the Same / Fran Jacobowitz, Kay P. Lautman 121

Envelope Teasers 127

Name and Address Label Packages 131

Types of Name Stickers 132

Use of Colorful Premiums 133

Plain Carrier Envelopes 136

Personalized Packages 140

Testing Typefaces on Letters 141

Do Credit Card Offers Work? 141

Web Sites and E-mail Addresses 142

Upgrading Techniques 143

You Get What You Ask For 144

Can You Raise Your Dues? 145

Changing Your Logo 146

7 Why Did You Just Read This book? 13 Reasons Direct Response Fund Raising Is So Effective / David Love 151

Dawn of Direct Response 151

Rule #1 AID(P)A 152

Reason 1 Direct Response Is Simple 154

Reason 2 Direct Response Is Measurable 154

Reason 3 Direct Response Is Personal 156

Reason 4 Direct Response Is Smart 158

Reason 5 Direct Response Is Testable 159

Rule #2 KISS 159

Reason 6 Direct Response Is Intelligent 161

Reason 7 Direct Response Is Practical 162

Reason 8 Direct Response Is Cost Effective 165

Reason 9 Direct Response Is Everywhere 165

Rule #3 Features and Benefits 166

Reason 10 Direct Response Is a Master of Disguise 169

Reason 11 Direct Response Is Empathetic 170

Reason 12 Direct Response Is a Problem Solver 171

Reason 13 Direct Response Is a Loyalty Builder 173.

Notes:

Includes index.

ISBN:

0471380245

OCLC:

43540055