Mal Warwick

Surviving the Minefield of Direct Mail Fundraising Today

Co-produced by Resource Alliance and Forum for Fundraising

June 28, 2007 at 2:00 PM Eastern

Registration Fee:

$39.95 Archive can be downloaded for 5 days from date and time of purchase.

Duration:  90 minutes

Summary

Once upon a time, you could mail an appeal for funds to everyone within earshot, and expect a decent return. Those days are long gone. Now, successful direct mail requires a sophisticated understanding of donor motivation, the fast-changing competitive environment, direct marketing techniques, and the dynamics of major gift and legacy fundraising. In this energetic, fast-moving Webinar, consultant and author Mal Warwick will show you how to meet seven new challenges in direct mail fundraising.

This session is intended for mid-level and advanced practitioners who have at least a basic grounding in direct mail fundraising.

By taking part in this Webinar with the man often called “the Guru of Direct Mail Fundraising,” you’ll understand better what donors want the most, and what happens when they don’t get it. You’ll gain new insight into the latest thinking about how to minimize donor attrition and maximize revenue. You’ll learn how direct mail may be used to support both major gifts and legacy programs. And you’ll become acquainted with the two most important numbers in fundraising—and how to put them to work to monitor your fundraising program.

Handouts for this Webinar will include invaluable checklists and forms you will use for years to come.

Learning Objectives

1. Understand better what your donors want the most
2. Gain new insights into how to minimize donor attrition and maximize revenue
3. Learn how to use direct mail to support your major gifts and legacy programs

Who should attend?
Any development staff member involved in creating, producing, or analyzing direct mail fundraising efforts. Senior development, communications, marketing, or leadership staff members who supervise or are otherwise involved in direct mail fundraising. Consultants, freelance copywriters, printers, and others who become involved in direct mail fundraising.