In "Building Your Direct Mail Program"--part of "Excellence in
Fundraising Workbook Series"--Gwyneth J. Lister provides the tools
you need to make direct mail programs as effective and efficient as
possible. With material tailored for volunteers and professionals
who have little or no experience with direct mail, Lister walks you
step-by-step through the process of creating a strong direct mail
program. Filled with handy worksheets, checklists, and tips for
avoiding the most common pitfalls, the book takes you through the
process from start-to-finish--from knowing who should receive the
direct mail package and working with list brokers, to creating and
budgeting the package and evaluating the results.
In addition, Lister provides specific tips and strategies
throughout all phases of the direct mail process, including
guidelines for projecting mailing costs, advice on determining when
it is most effective to use a direct mail campaign, suggestions for
testing direct mail packages, and more. Nonprofit fund raisers,
professionals, consultants, and managers will find "Building Your
Direct Mail Program" an invaluable guide to developing one of the
key fund raising tools of any organization--a successful direct
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