Building Your Direct Mail Program Excellence in Fund Raising Workbook Series

by Lister, Gwyneth J.

• ISBN13: 9780787955298
• ISBN10: 0787955299
• Edition: 1st
• Format: Paperback
• Copyright: 2001-04-09
• Publisher: Jossey-Bass

Summary

Using a visual approach to demonstrate the HTML programming language, HTML, XHTML, and CSS: Your visual blueprint for designing effective Web pages offers visual learners a solid reference that employs straight forward examples to teach users to create and design Web pages with impact.Key tasks covered in the book include setting up a Web page, reducing image resolution, creating radio buttons, adding a hit counter, adding an embedded sound, adding content from other sites such as integrating a blog and creating an RSS feed. "Apply It" and "Extra" sidebars highlight useful tips and high-resolution screen shots clearly illustrate each task while succinct explanations walk readers through the examples. Step-by-step, two-page lessons break topics into bite-sized modules that are easy to digest and the associated website contains all the needed code to learn HTML. This book covers all the necessary topics to get up and running with HTML, XHTML, and CSS while offering readers a guide to modern, standards-based design.

Author Biography

GWYNETH J. LISTER is an adjunct faculty member of the University of San Francisco's College of Professional Studies and Indiana University's Fund Raising School. She has worked in the nonprofit field for more than twenty-five years as a development director and executive director, and, since 1987, as director of her consulting firm Accelerated Income Methods (AIM). Lister is a past recipient of the "Outstanding Fundraising Executive Award" from the National Society of Fund raising Executives Golden Gate Chapter.

Table of Contents

Worksheets and Exhibits	xv
Preface	xvii
The Author	xxv
Understanding Direct Mail Fund Raising	1	(6)
Why Mail to Individuals?	2	(1)
Types of Direct Mailings	3	(1)
Timeline for a Mailing	3	(1)
Terms Used in Direct Mailing	4	(3)
Creating Your Case for Support	7	(10)
What Is a Case?	7	(1)
Contents of the Case Statement	7	(1)
Using the Case in Marketing	8	(1)
Principles of Marketing	9	(2)
Worksheets	11	(6)
Identifying Your Donors	17	(8)
Role of Special Events	17	(1)
Role of the Annual Fund	18	(1)
Worksheets	19	(6)
Building Your Donor Base	25	(8)
Role of Prospect Mailing	25	(1)
Role of Cold Mailing	26	(1)
What to Do Before Any Mailing	26	(1)
Role of Thank-You's	27	(1)
Worksheets	27	(6)
Assembling the Direct Mail Package	33	(10)
The Outer Envelope	33	(1)
The Letter	34	(3)
The Response Form	37	(3)
The Follow-Up Thank-You	40	(1)
Enclosures	41	(2)
Planning Your Mailings	43	(10)
How Often to Mail	43	(1)
When to Do Special Mailings	44	(1)
Worksheets	45	(8)
Assessing Your Costs	53	(6)
Printing Costs	53	(2)
Tracking Results	55	(1)
Selecting Donor Software	55	(4)
Testing and Evaluating Your Direct Mail Efforts	59	(6)
How to Test	59	(1)
Worksheets	60	(5)
Thanking Your Donors	65	(4)
When to Thank	65	(2)
How to Thank	67	(2)
Putting It All Together	69	(2)
Your Annual Budget	69	(2)
Resources	71	(8)
Working with the U.S. Postal Service	72	(3)
List Brokers and Mailing Houses	75	(2)
Useful Addresses and Web Sites	77	(2)
References	79	(2)
Further Reading	81