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Profitable Direct Mail Appeals
Planning, Implementing, and Maximizing Results

Scott C. Stevenson (Edited by), . SFR (Author)

9781118693094, Wiley

Paperback / softback, published 9 July 2013

50 pages
27.9 x 21.6 x 0.3 cm, 0.142 kg

Originally published by Stevenson, Inc., this practical resource helps nonprofit organizations plan and implement profitable and effective direct mail appeals. It includes planning strategies, examples from various nonprofit organizations, techniques to improve response rates, and developing appropriate and effective copy.

Important topics covered include:

  • Planning and scheduling
  • Personal appeals
  • Building mailing lists
  • Donor outreach
  • Writing calls to action
  • Direct mail testing
  • Targeting specific groups
  • Testimonials
  • Pledge forms
  • Response rates
  • Analyzing results
  • Bounce backs

Please note that some content featured in the original version of this title has been removed in this published version due to permissions issues.

Front Matter (Pages: 1-3)

CHAPTER 1 Plan Your Direct Mail Year (Pages: 4-8)

CHAPTER 2 Lists and List Management (Pages: 9-12)

CHAPTER 3 Segment and Target Key Audiences (Pages: 13-17)

CHAPTER 4 Writing for Results (Pages: 18-24)

CHAPTER 5 Key Package Components (Pages: 25-28)

CHAPTER 6 Try and Test New Ideas (Pages: 29-31)

CHAPTER 7 Improve Your Response Rate (Pages: 32-35)

CHAPTER 8 Examples from Which to Learn (Pages: 36-41)

CHAPTER 9 Evaluation Should be Ongoing (Pages: 42-44)

CHAPTER 10 Planning Worksheet (Pages: 45-46)

Subject Areas: Business & management [KJ]
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