[스크랩] Mal Warwick`s Newsletter

Dear Ohdeuk,       Somebody recently asked me why I write so many books, in addition to editing this newsletter, writing a column for The NonProfit Times, and who-knows-what-else. My response was, “I can’t help myself.”      I guess one of the reasons I write so much is that I love to hear from people who’ve read my books and articles. I learn a lot that way.      All of which is a sneaky way to tell you about my latest book (the eighteenth). It’s called Values-Driven Business: How to Change the World, Make Money, and Have Fun. My co-author was Ben Cohen, the guy who co-founded Ben & Jerry’s and gave the world Cherry Garcia, Chunky Monkey, and other hideously fattening ice cream flavors. Values-Driven Business is an inexpensive paperback book that we wrote to help people who own, run, or want to start small businesses.      If you’d like to check out the book, you can find it in bookstores throughout the United States and just about everywhere online as well. Translations into Spanish and Korean are underway. If you click here, you’ll find Amazon.com’s discount offer.     Of course, if you just want to read this newsletter, scroll down and read away.  Enjoy! Cheers, Download the pdf of this newsletter. In This Issue: 1. Spotlight on Success:  Know thyself... and thy donor 2. Answerman:  Should recent donors be mailed? by Peter Schoewe 3. Donorspeak:  Is Lifetime Donor Value still relevant? by Dirk Rinker 4. Online: 10 steps to a great email, by Rachel Allison 5. Tips & Timesavers 6. Hands On: Create your own online benchmarks, by Karen Matheson 7. What's Working: Nothing phony about this one! 8. Copy Corner: Looking for ideas? by Deborah Block & Paul Karps   SPOTLIGHT ON SUCCESS 1. Know thyself... and thy donor WITH THE proliferation of conferences on direct response fundraising, new techniques are being shared far and wide. But to Diane Bernardini, Direct Mail Manager for Maryknoll Fathers and Brothers (Maryknoll NY), there’s an important caveat: “Sometimes you go to seminars and somebody will find something. And it’s almost like it’s too gimmicky. You have to be careful with those gimmicks. Because what works for somebody else may not work for you. And I think it’s important to know what your organization is, what kind of donors you’re looking for, and stay right on target.”  Read the full story ANSWERMAN 2. Should recent donors be mailed or suppressed? BY PETER SCHOEWE A QUESTION I often hear when I’m planning a mailing is, “Shouldn’t we suppress the group of donors who just gave to our last campaign?” On the face of it, it makes all the sense in the world to hold your most recent donors out of your next mailing. After all, these are the people who just did a wonderful thing. They reached out through the mail and offered you their support. And most likely they sent as much as they felt they could afford at the time. Read the full story DONORSPEAK 3. Is Lifetime Donor Value still relevant? BY DIRK RINKER MOST NONPROFITS that pursue fundraising through mass media rely on basic analysis to measure the effectiveness of acquisition programs. Straightforward ROI computations (e.g. cost per dollar raised, cost per new donor, etc.) might be compared to a Corolla—not flashy, but reliable. Such measures as Lifetime Donor Value (LTDV) analysis are like a Prius hybrid—taking you farther, but with a higher initial investment. Read the full story online 4. 10 steps to a great email BY RACHEL ALLISON 1) Get in the inbox WHEN SENDING e-mail, use a consistent, informative “From” address that clearly identifies your organization. To ensure deliverability, it’s also good practice to ask your subscribers to add this “From” address to the list of addresses that bypass their spam filters. Such an ask is most appropriate within welcome messages, e-newsletters, automatic thank-you messages, and thank-you pages that appear after a user completes an action or donation. Read all 10 steps TIPS & TIMESAVERS “YOU'VE JUST written a great letter—be it acquisition or an appeal. But have you written an equally great lead? “The lead is critical. If it isn't a “grabber,” the prospect will stop reading and you will have lost a contribution. Of course, getting the envelope opened is the most important first step. But getting the prospect to actually read your appeal is critical. Read more hands on 6. Create your own online benchmarks BY KAREN MATHESON YOU HAVE a list of online subscribers, and you’re sending them e-mails—perhaps a mix of advocacy alerts, fundraising appeals, and updates on your work. Congratulations, you’ve got an online communications program! The question is: How successful is it? How effective is your messaging? And how can you find out? What internal benchmarks are useful? Read more what's working 7. Nothing phony about this one IT HAPPENS to all of us. Every now and then, you tear open that envelope to find something truly surprising inside. And while you were hardly expecting it, you’re delighted just the same. A case in point is this donor “thank-you” package mailed by Stanford University (Stanford CA). The closed-face Monarch envelope is fairly unassuming—with its logo of The Stanford Fund, live first-class stamp, and standard “THANK YOU!” teaser. Read more COPY CORNER 8. Looking for ideas? BY DEBORAH BLOCK & PAUL KARPS WHENEVER WE GET ready to write a direct mail fundraising package, we gather and review all the background provided by the client. What’s more, we make a point of doing our own research on the topic or issue at hand to supplement the information we’re given. But we've found it also pays to be proactive - to keep a constant eye out for material that may, at a later date, prove valuable.  After all, you never know when some nugget of information you read in a newspaper a few weeks back could be the hook you need for your current job. Read more

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©2006 Mal Warwick Associates

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