Testing, Testing 1, 2, 3: Raise More Money with Direct Mail TestsJohn Wiley & Sons, 16.08.2003 - 272 Seiten Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing—when done correctly—can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's ideal combination of direct mail offer, package, and postage. Like Warwick's other, widely quoted books on fundraising, Testing, Testing, 1,2,3 is based on an abundance of real-world examples drawn from his more than two decades of experience in direct mail. Read a Charity Channel review: http://www.charitychannel.com/publish/templates/?a=38 |
Inhalt
PART I The Rules of the Road | 1 |
PART II RealWorld Results | 77 |
PART III Testing in Action | 103 |
Conclusion Seven Guidelines for Successful Testing | 227 |
Glossary | 235 |
Recommended Reading | 237 |
| 241 | |
Andere Ausgaben - Alle anzeigen
Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests Mal Warwick Keine Leseprobe verfügbar - 2003 |
Häufige Begriffe und Wortgruppen
9 Donor acquisition cost actual addresses amount appeal average gift brochure changes chapter circled Client 6 Donor Client 9 closed-face colleagues compared conducted Confidence level continues this test control package cost device direct mail fundraising direct mail testing Donor Acquisition Mailing elements entry continues example experience first flip a coin higher identical important improve increases response insert keep least less than 80 letter lift lists live logo look lower marketing names nonprofit offer organization organization’s outer envelope package percent perspective postage printing probably produced prospect quantities question raising received recent reply Resp response rate retest rollout rules shows significant sometimes stamp statistically significant difference successful suggested survey Table teaser Tentative conclusion test panels test results things unnecessary additional expense valid variation window worth yielded