Direct response fund raising : mastering new trends for results

著者

書誌事項

Direct response fund raising : mastering new trends for results

Michael Johnston

（The NSFRE/Wiley fund development series）

Wiley, c2000

  • : cloth/CD-ROM

大学図書館所蔵 件 / 全5件

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注記

Includes index

内容説明・目次

内容説明

Nonprofits can boost donor and membership response rates with these exciting examples and tips guaranteed to reinvigorate direct mail campaignsThe success of a nonprofit direct mail program requires staying on top of recent trends in the field. These trends include appealing to aging baby boomers as well as tapping into powerful new databases, the Internet, CD-ROMs, diskettes, and videos. Dealing directly with new trends, this indispensable guide gives fundraisers, nonprofit managers, and volunteers an excellent understanding of how to plan bold and successful direct mail campaigns guaranteed to revitalize a fundraising program. Scores of examples reconnect readers with the latest in the medium. Features include: * Real-life results related to response percentages, costs, and average dollar return * CD-ROM with checklists to help organizations implement ideas and 30 fund-raising models searchable by theme, type, and subject matter Michael Johnston (Toronto, Ontario) is President of Hewitt and Johnston Consultants, a full-service fundraising consulting firm. He has worked with a wide range of educational institutions and lectures on the Internet and in the nonprofit sector.

目次

  • Introduction: Heads Up! Eyes on the Future! (M. Warwick)
  • Making the Case for Direct Response (M. Johnston)
  • New Audiences with Direct-Response Fund-Raising (J. Nichols)
  • Using the Database to Understand, Secure, and Keep Future Donors (J. Gignac)
  • New Media and Direct-Response Fund-Raising (J. Potts)
  • Incrementalism or a Revolution? Why Direct-Mail Practitioners Can't Forget That the More Things Change, the More They Stay the Same (F. Jacobowitz & K. Lautman)
  • Why Did You Just Read This Book? 13 Reasons Direct Response Fund Raising Is So Effective (D. Love)
  • About the CD-ROM
  • Index.

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