Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests

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John Wiley & Sons, Aug 16, 2003 - Business & Economics - 272 pages
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.

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Contents

PART II RealWorld Results
77
PART III Testing in Action
103
Conclusion Seven Guidelines for Successful Testing
227
Glossary
235
Recommended Reading
237
Index
241
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About the author (2003)

Consultant Mal Warwick is the founder or cofounder of four affiliated companies: Mal Warwick & Associates, Inc.; Share Group, Inc.; DONORDIGITAL.COM LLC; and Response Management Technologies, Inc. These companies provide a wide range of direct response fundraising and marketing services to nonprofit clients throughout North America. Warwick has taught fundraising techniques on five continents and is the author or editor of more than a dozen books on the topic of fundraising, including How to Write Successful Fundraising Letters.

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