Book Preview: Advice for Direct Mail Fundraisers

A pioneer of direct mail fundraising, Warwick says if the medium works for your organization, it can take you down five divergent paths: growth, by helping you build a bigger membership of lists or contributors; involvement, by persuading your supporters to become actively involved; visibility, by publicizing your work among a particular constituency or the public in general; efficiency, by maximizing the net revenue you derive from your mailings and thus raising funds at the lowest possible cost per dollar raised; and stability, by reaching and maintaining an optimum level of direct mail fundraising activity.