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Hi Ohdeuk, There’s loads of insight packed into this issue:
And isn’t it about time you picked up a copy of my latest book, Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future? I don’t know about you, but I haven’t seen any improvement in the economy yet! Cheers,  Mal Join me at the Bridge Conference!  Now in its fourth year, this annual Washington DC conference has emerged as one of the largest—and surely among the best—of the many fundraising conferences held around the United States each year. This year’s Bridge Conference—formally, the Bridge to Integrated Marketing & Fundraising Conference—will be held July 21-23. I’ll be busy there, delivering two workshops and a pre-conference master class. Check it out. 1. Direct mail for small nonprofits By Tom Ahern Can direct mail be a cash cow for smaller nonprofits? Think “cash calves” instead. Mass-market expectations yield disappointing results at local levels. Take heart, though: Direct mail is about far more than instant cash.  read more 2. Where's Mal? July 14, 2009 – Webinar The Foundation Center Workshop: Fundraising When Money Is Tight July 21-23, 2009 – Washington DC 2009 Bridge to Integrated Marketing & Fundraising Conference Master Class: The Copy Clinic: Crafting Brilliant Fundraising Letters, Emails, and Telephone Scripts for Breakthrough Fundraising Results Workshop: The Nitty Gritty of Direct Marketing: Analyzing Direct Mail, online, and Telephone Fundraising Results Workshop: Getting Inside the Mind of the Donor Site: Gaylord Hotel, Resort and Conference Center, National Harbor MD read more3. Standing out in a crowded inbox . . . twice! By Managing Editor Deborah Block and Paul Karps Normally in this column, we discuss a direct mail package that has caught our attention for some particularly noteworthy reason. This time, however, we’d like to switch gears and highlight an email solicitation we recently received. Or, to be more precise, a pair of email appeals that really stood out among the many that hit our inbox every day. Just to preface this praise, we’ve certainly noticed for a while now that the emails we typically receive from the Planned Parenthood Federation of America (New York NY) have been a cut above the rest. But in early May, the folks at PPFA raised the bar even higher. read more 4. Ask Mal Since 1994, when the Mal Warwick Associates Web site went online, Editor Mal Warwick has answered fundraising questions posed by visitors to the site. Hundreds of those Q&As are available here. Here’s one Mal answered last month: Question: I am an event planner and want to develop a niche and specialize in fundraising. I have a full-time job I love, but I am trying to get involved with fundraising on a part-time basis. My current job is flexible and I get a lot of time off. How does a person get involved in fundraising? I know I could be an asset and I ultimately want to be able to consult nonprofits in the area of fundraising along with possibly planning galas. How does one become an expert in this field? read more5. Social “Trysumers” and the hidden gate in the donor pyramid By Marcelo Iniarra Ira�ui and Alfredo Botti Indiana Jones adjusts his hat, lowers his head, summons up all his courage, and pushes the sphinx. The door to the pyramid he had studied for years opens up before his eyes. He reaches for his torch and steps into the labyrinthine passageway. He has discovered a new door, one that had remained hidden from the sight of those who passed right by every day. The torch lights up the passageway. Suddenly, the echo of his footsteps becomes louder and a golden chamber appears before him, revealing the pyramid’s glittering treasure, its brilliance illuminating an unmistakable smile on the face of the archeological adventurer. Another hand, just like Dr. Jones’s, is about to open another door in the pyramid—the donor pyramid. There is some hesitation, as if someone is considering, “Why not? It’s a good cause. Let’s try it.” read more 6. When not to ask for funds By Jeff Brooks To hear some fundraisers talk, you might believe that one of the coolest secret fundraising weapons around is not asking for money. It doesn’t work. For the most part, not asking is the quick route to not receiving. But I do know of three situations when it’s better not to ask than to ask: read more 7. Who’s using the Internet? By Tom Belford Always “must read” for me are the reports from the Pew Internet Project on Internet habits by generation. Here’s the latest, from which I’ve extracted a few factoids. read more 8. What’s the right length for your landing page? By Ivan Levison Should your landing page be short and sweet and to the point? Or should it be long, fact-filled, and loaded with irresistible benefits? The answers to these questions depend on what your landing page is trying to accomplish. read more
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