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Dear Ohdeuk, Here are the latest fundraising tips and insights from Mal Warwick & Associates, plus highlights from the most recent issue of Mal Warwick's Newsletter: Successful Direct Mail, Telephone, and online Fundraising. www.malwarwick.com/newsletter/success0311.html FUNDRAISING'S HOLY GRAIL: WHAT DO WE REALLY KNOW ABOUT LEGACY GIVING? By Mal Warwick $41 TRILLION. Yes, trillion. The number itself is enough to send a fundraiser's blood racing through her arteries. It's a big number, representing about four years' worth of the total output of the gargantuan U.S. economy at its current rate. And, to most fundraisers, it's a familiar number, too -- the "intergenerational wealth transfer," the amount of money John Havens and Paul Schervish of the Boston College Social Welfare Research Institute have calculated will pass from those who were adults in 1998 to their heirs during the next half-century or so. Complete text: www.malwarwick.com/newsletter/success0311.html#holy WHEN STANDING OUT MAY NOT STAND UP By Susie Fought THE AVERAGE direct mail donor receives up to 20 pieces of mail a day. With that kind of competition in the mailbox, how can you ensure your acquisition appeal will even get opened?  one strategy is to mail your package in an outer envelope that stands out from the rest. Here are five examples of outer envelopes that certainly caught my eye: Complete text: www.malwarwick.com/newsletter/success0311.html#standing SPREAD THE WORD Our free e-newsletter now has over 2,900 monthly subscribers in 40 countries! But we know there are many more, at nonprofits of all sizes, who can benefit from the new ideas and insights that you receive with each issue. If you have friends or colleagues who could use a little help with their fundraising (and isn't that everyone?) you can use the link below or simply forward this message. Thanks! ASK MAL Mal Warwick is waiting to answer your fundraising questions -- just go to www.malwarwick.com/askmal.html. Here's a recent question from a reader: WHEN SHOULD A YEAR-END APPEAL BE MAILED? Mal answers: I believe it's most advantageous to ensure that the mail arrives at least a few days before Thanksgiving. This will give donors the opportunity either to respond immediately (as many will do) or to include the appeal in a number of other solicitations that they'll answer in the final weeks of the year. Complete text: www.malwarwick.com/askmal06.html#question272 Ask your own question: www.malwarwick.com/askmal.html FIVE (NEW) WAYS TO INTEGRATE YOUR onLINE AND OFFLINE FUNDRAISING By Madeline Stanionis FOR YEARS, we've talked about online and offline integration. If you've achieved it, read no further. If not, read on: Here are a few ideas for taking your integration efforts one step further. Complete text: www.malwarwick.com/newsletter/success0311.html#integrate COMING SOON! MAL'S NEW BOOK, "REVOLUTION IN THE MAILBOX: YOUR GUIDE TO SUCCESSFUL DIRECT MAIL FUNDRAISING" This updated edition of Mal Warwick's landmark book has been thoroughly revised to provide your nonprofit organization with the most current and comprehensive survey of direct mail fundraising available anywhere. If you follow Mal’s practical, down-to-earth advice, direct mail will help your organization grow, gain visibility, involve your donors, increase its efficiency, and achieve financial stability.  Written in an easy, conversational style, this latest edition is filled with real-world examples and illustrations showing how you can realize the full potential of direct mail by putting it to work as a strategic tool. Pre-publication Discount! Save 20% when you pre-order "Revolution in the Mailbox." More information: www.malwarwick.com/revolution.html STEVE HITCHCOCK'S MAILBAG Steve Hitchcock discusses the major misconceptions people have about writing well. Probably the biggest misconception is that writing is hard or difficult, something to labor over. The secret of writing -- especially writing effective fundraising letters -- is to write quickly and naturally. To let the words flow out of your fingers, to talk a "blue streak" on paper. We're wary of people who choose their words too carefully, and we seldom vote for political candidates who appear to be "thinking" while they're speaking. Donors write checks because they feel a personal and comfortable connection with your organization. Complete text: www.malwarwick.com/mailbag/mailbag0311.html MAL WARWICK AND GWEN CHAPMAN TO SPEAK IN SEATTLE AT THE ASSOCIATION OF FUNDRAISING PROFESSIONALS' INTERNATIONAL CONFERENCE on FUND-RAISING Mal Warwick will present "Problem Solving with the Masters" and "Direct Mail Creative: The Copy Clinic" with Kay Partney Lautman, and Gwen Chapman will present "The Gardener's Guide to Bequest Prospects" at the Association of Fundraising Professionals' International Conference on Fund-Raising, March 15 - 16, 2004, in Seattle, Washington. Details: www.afpnet.org Registration: www2.expoedge.com/its/0403frpsea/choices.asp More workshops: www.malwarwick.com/workshops.html FEATURED CLIENT OF THE MONTH: San Francisco AIDS Foundation Founded in 1982, the San Francisco AIDS Foundation is now in its third decade of providing leadership in the battle to end the pandemic and the human suffering caused by HIV. The AIDS Foundation provides a broad array of compassionate and critical services to help people face the challenges of living with HIV disease and help stop the spread of HIV in our communities.  The Foundation also plays a key role in securing funding for AIDS programs and shaping AIDS policies at the local, state, and national levels. Since 1997, Mal Warwick & Associates and Response Management Technologies have worked with the Foundation to manage the direct response program, and together we have generated over $7 million to support the Foundation's critical work. Visit their website at www.sfaf.org. WHAT'S UP onLINE By Dan Weeks Since 1979, Trickle Up has been helping the world's poor create self-sufficiency through micro-enterprise. Their Web site, at www.trickleup.org, is vibrant and colorful, with great photographs ... Complete text: www.malwarwick.com/newsletter/success0311.html#whatsup WANT MORE? This electronic newsletter features only two of the many insightful and fact-filled articles that appear six times a year in each printed issue of "Mal Warwick's Newsletter: Successful Direct Mail, Telephone, and online Fundraising." You can learn more -- and subscribe -- by calling, toll-free, (800) 217-7377. Details at www.malwarwick.com/subscribe.html TALK TO US! What do you think of our newsletter? Some of the most interesting and challenging questions come from our readers -- we'd like to know what YOU think! Just drop us a note at news@malwarwick.com PRIVACY POLICY When you sign up to receive this newsletter, that's all you'll get! We don't share your name, e-mail address, or any other information. COPYRIGHT NOTICE The entire contents of this message are copyright (c) 2003 by Mal Warwick & Associates, Inc.   PASS IT ALONG! If you find this e-newsletter useful, please use the link below to tell your friends and colleagues.  Tell-a-friend! If you received this message from a friend, you can sign up for Mal Warwick's Successful Fundraising online. If you would like to unsubscribe from Mal Warwick's Successful Fundraising online, or update your account settings, please click here or respond to this email with "REMOVE" as the subject line. February 26, 2007 IN THIS ISSUE New Benchmarking Study Amnesty Tries Text Messaging What Change.org Do You Want? December Search Marketing Success Jenn Smith Named VP, New Staff at DD Speaking Gigs GREENPEACE: WHALE MEAT MEETS YOUTUBE: At Greenpeace's new I-GO whaling campaign site, you can suggest your own campaign and build support for it, blog, or watch some pretty cool online videos. I-GO is the brainchild of Greenpeace International's Marcelo Iniarra and his Buenos Aires-based team, who are testing innovative ways for the environmental organization to build its worldwide constituency. Check out Whale-Love's episode 3: Grandmothers' home whale recipe Greenpeace campaigners Yuki and Ivan get invited by women of the small traditional whaling town of Kyonan-machi to sample their whale meat dishes. Ivan looks a bit nervous because it'll be his first time to eat whale meat. Will he give it a try? BUSH, CHIRAC, BLAIR NEED A WAKE-UP CALL on GLOBAL WARMING A new international MoveOn-style group, Avaaz.org, launches with a clever video spot and call to action on global warming and a campaign on peace between the Israelis and Palestinians. Developed by Res Publica and MoveOn.org and worth a look. ONLINE DONORS ARE YOUNGER, RICHER, & GIVE LARGER GIFTS The results are in, and here's what we know: online donors are much younger and have higher incomes than direct mail donors. online donors also tend to join at higher giving levels and to have higher lifetime giving, but their higher giving levels may mask issues with cultivation and renewal. These are some of the conclusions of the first online benchmarking study comparing online and direct mail donors for 12 major organizations, recently completed by Target Analysis Group and Donordigital. It's the first online effort in Target's long-running donorCentricsTM program, which has been analyzing and comparing direct mail and telemarketing results for hundreds of major nonprofits for many years. Download the summary report and learn more about the difference between your online and mail donors - and get new ideas on how to integrate your efforts to maximize revenue. AMNESTY TESTS TEXTING If you saw Amnesty International's recent New York Times ad or its billboards in Washington, you may have noticed a new direct response offer: Instead of just going to a Web page, you can text "believe" to 30644 and join Amnesty's "America I Believe In" mobile activism campaign to end torture and other human rights abuses. Donordigital developed the campaign in cooperation with Working Assets and Rights Group. While e-mail messages to Congress are declining in effectiveness, text messaging, or SMS, is a new way to cut through the clutter and make it easy for supporters to call their elected leaders. With just 160 characters per message, displayed on a tiny screen, you can't introduce new programs. But you can get very high response rates from people who want messages on their phones. Join the text campaign and see for yourself - just text "believe" to 30644. You can unsubscribe at any time by replying "Stop" to any message and no salesman will call. We'll launch campaigns for two other clients later this quarter. CHANGE.ORG A new social networking site for nonprofits was just launched, seeking to create an online community of people who care about causes. Change.org, developed by our friend Ben Rattray, lets users connect, share their enthusiasm for causes and organizations, blog, and raise money. It incorporates the best of other social networking sites with the goal of creating a social networking portal for each of the over 1 million nonprofit organizations in the United States. Check it out at change.org. SEARCHING FOR DOLLARS As you'd expect, December is the best time to intersect donors looking online to make a gift. If you searched for "Amnesty" and other keywords describing Amnesty's work, you'd see ads on Google, Yahoo!, and Ask. Click on the ads and you go directly to a donation page. Amnesty International and other Donordigital clients brought in more than $500,000 in December, with some programs earning a 5:1 ROI. WHAT'S NEW AT DONORDIGITAL Account Director Jenn Smith has been promoted to Vice President at Donordigital. In her new role, she will be managing senior account staff, developing client strategy, and continuing her top-notch work with existing clients.   New faces at DD include Dale Larson, director of mobile and internet marketing, who comes to us from ipsh!, an Omnicom mobile marketing company; Senior Account Exec Emily Campbell, fresh off the campaign trail; Lauren Mack as account executive and Annie Chen as account coordinator; and Laura Perlin as project assistant. We also say farewell to Rachel Allison and Isaac Goldstein. SPEAKING GIGS Nick will be speaking at a Greenpeace International skill share in Bangkok March 4-6, the Team Approach User Forum May 6-9 in Cambridge, Mass., and the International Fundraising Conference October 22-26 in the Netherlands.