2007 년 11 월 말 워릭 모금 소식- 내용은 영문 자료

Dear Ohdeuk, Welcome to the 20th Anniversary Issue of Mal Warwick's Newsletter! Truth to tell, we've been producing this newsletter under a number of different names, in print and now online, for somewhat longer than 20 years. We just never got around to celebrating the occasion before. Now seems a really good time to do that because we're making some format changes, and besides, we can't let the opportunity go by entirely. To mark this auspicious occasion, we're reprinting a half-dozen articles that appeared in previous years—some of the most insightful we've offered. The rest of this month's content is entirely new. Now, about those format changes . . . Ever since we stopped cutting down trees to print this newsletter, we've been producing a printable, PDF version of each issue. No longer. We learned recently that practically nobody was downloading them. And dispensing with that rigid, eight-page format not only saves us a lot of money on layout and design, it also allows us to publish articles of any length. Enjoy! Cheers, mal When to follow up with a phone call By Steve Hitchcock Jay Craig of Shiloh Children’s Home in Missouri reports that his organization mailed an appeal to build a new home. He was disappointed in the return from that appeal. Shiloh has never called active donors. So Jay asks, "Should we try to salvage our appeal by phoning our donors?" He’s worried Shiloh will get complaints. Steve Hitchcock answers: I can assure Jay Craig that if his organization phones active donors, it will certainly get complaints. And gifts. And valuable information, too!  read more The art of asking   By Terry Murray   If you want to raise money, sooner or later you’ll have to learn to ask individuals—because that’s where the money comes from. In the United States, gifts from living individuals account for more than three-quarters of all the money donated to nonprofit organizations. Bequests and other planned gifts push the total to more than four of every five dollars raised. In Canada and, increasingly, other countries too, a small picture is emerging...  read more   Why? By Mal Warwick, Editor For years now, I’ve been telling people who attend my workshops that the rising cost of acquiring new donors may have made it difficult for many organizations to justify continuing their direct mail fundraising programs if they count only the revenue that comes in the form of gifts by mail. In fact, in some cases, I’ve seen direct mail programs that realize a loss when viewed through that narrow lens. Why, then, would it make sense for any organization to continue acquiring and resoliciting donors or members by mail?  read more How much? By Mal Warwick, Editor Direct mail testing can be frustrating. All too often, the results vary little no matter what changes you make in a package. A long run of meaningless tests may be almost enough to make you wonder if testing is really worthwhile after all. Then something turns up in a routine test that restores your faith in the process. More often than not, I’ve found, a test that actually works is likely to involve a change in the minimum suggested gift amount...  read more Competition! Get ready for even more competition in the mailbox! According to The NonProfit Times, in an election year, the amount of direct mail increases from 40-60% in the first half of the year and can double in the second half. Consider, too, that 2008 is both a congressional and presidential election year. Let the competition begin! 12 reasons lists suddenly stop producing By Carol Enters As a fundraising list broker, the question I’m most frequently asked is, "Why did that list suddenly stop producing?" The question arises after a mailer has successfully used names from a particular list—often for many years—but results suddenly take a nosedive. Good, successful lists are terribly hard to find, and getting scarcer by the year. Before giving up on a list just because the response to one mailing is poor, consider the following 12 possible reasons why the list didn’t work for you...  read more Video! Consultants Tom Bradford and Roger Craver of The Agitator have been big proponents of the use of online video by nonprofit organizations. As Bradford says in a recent post, it’s "crucial to master this medium for conducting your fundraising, advocacy, and educational efforts." Why such enthusiasm? According to the most recent statistics by comScore, 133.6 million Americans watched over 9 billion videos online in July. That’s 74.2% of all Internet users in the U.S. These viewers watched an average of more than three hours of video during the month. On average, this broke down to over two videos per day with a duration of 2.7 minutes each. Challenging the myths about monthly giving By Harvey McKinnon Many nonprofits are reluctant to launch monthly giving programs. Too often, they fall prey to the mythology that has grown up about monthly giving. There are at least seven widespread myths...  read more Gross! Not-for-profits contribute an average of 5% to the gross domestic product in the United States and seven other major nations. So finds a study by the John Hopkins University Center for Civil Society Studies as reported in DM News. Canada generated the highest amount at 7.3%, followed by the U.S. at 7.2%. Other countries studied include Japan (5.2%), Belgium (5%), New Zealand (4.9%), Australia (4.7%), France (4.2%), and the Czech Republic (1.3%). Handwriting adds a personal touch By Deborah Block and Paul Karps In the never-ending search to give direct mail appeals a more personal look and feel, the use of handwriting for emphasis invariably comes up. While some fundraisers see it as just another gimmick designed to fool the reader, we consider handwriting—when used appropriately and sparingly—as a highly effective way to warm a piece...  read more Celebrities! Which celebrity is considered to be the most effective spokesperson for charitable causes? According to a survey by Nationwide Mutual Insurance Company and recounted in The Chronicle of Philanthropy, Jerry Lewis, the venerable fundraiser for the Muscular Dystrophy Association, came in first. The Top 10 is rounded out, in order, by: Oprah Winfrey, Michael J. Fox, Jimmy Carter, Bill Gates, Angelina Jolie, Bono, Lance Armstrong, Katie Couric, and Rosie O'Donnell. NOVEMBER 2007 IN THIS ISSUE   When to follow up with a phone call  The art of asking  Why?  How Much?  Competition!  12 reasons lists stop producing  Video!  Challenging the myths about monthly giving  Gross!  Handwriting adds a personal touch  Celebrities!   Join Mal in Toronto November 13-15 at the Canadian Fundraising Congress.    Many consider this event to be the outstanding conference produced anywhere by a local chapter of the Association of Fundraising Professionals. WHERE'S MAL? November 11-12, 2007 Charleston SC Blackbaud Conference for Nonprofits Pre-conference Workshop: How to Write Successful Fundraising Letters Workshop: Crafting a Powerful Message to Win More Supporters for Your Cause Site: Charleston Area Convention Center More info    November 13, 2007 Toronto on Canadian Fundraising Congress Master’s Track: Raise More Money Through the Power of Word-of-Mouth Ph.D. Track: Problem Solving for Advanced Practitioners Site: Toronto Convention Centre, North Building More info November 27-30, 2007 Mombasa, Kenya Resource Alliance 14th East Africa Workshop Opening Plenary: Emerging Big Ideas on the Global Arena Plenary: Branding to Add Real Value to Your Appeal for Funds Mini-course: Crafting a Message to Win More Supporters for Your Cause More info December 6, 2007 Stockholm, Sweden Swedish Fundraising Council Two half-day workshops More info      SUBSCRIBE! It doesn't cost a nickel to subscribe to Mal Warwick's Newsletter: Successful Direct Mail, Telephone & online Fundraising. At a cost of just the few seconds it takes to enter your e-mail address below, you'll receive 12 idea-packed issues per year, one every month. For a FREE subscription to this newsletter, click here. To do a friend a favor by sending a free issue of Mal Warwick's Newsletter, click here. Mal Warwick, Editor Deborah Block, Managing Editor Kieu Tran, Production Manager Contributing Editors: Nick Allen, Donordigital Ken Burnett, Cascaid Consulting Harvey McKinnon, Harvey Associates Jerold Panas, Panas, Linzy & Partners Steve Thomas, Stephen Thomas, Joe White, Share Group, Inc. This publication is designed to provide accurate and authoratative information in regard to the subject matter covered. It is distributed with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal or other expert assistance is require, the services of a competent professional should be sought. (From a declaration of principles jointly adopted by a committee of the American Bar Association and a committee of publishers.) Mal Warwick's Newsletter: Successful Direct Mail, Telephone & online FundraisingTM (ISSN 1067-9316) is published 12 times per year by Strathmoor Press, Inc., 2550 Ninth Street, Suite 103, Berkeley CA 94710-2516, phone (510) 843-8888, fax (510) 843-0142, e-mail info@strathmoor.com. Copyright © 2007 Strathmoor Press, Inc. All rights reserved. Visit the web address below to tell your friends about this.  Tell-a-friend! If you received this message from a friend, you can sign up for Mal Warwick's Successful Fundraising online. This message was sent to odeuk@hanmail.net. Visit your subscription management page to modify your email communication preferences or update your personal profile. 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