Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing—when done correctly—can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's ideal combination of direct mail offer, package, and postage. Like Warwick's other, widely quoted books on fundraising, Testing, Testing, 1,2,3 is based on an abundance of real-world examples drawn from his more than two decades of experience in direct mail.
Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing— when done correctly— can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's ideal combination of direct mail offer, package, and postage. Like Warwick's other, widely quoted books on fundraising, Testing, Testing, 1,2,3 is based on an abundance of real-world examples drawn from his more than two decades of experience in direct mail. Testing, Testing, 1, 2, 3 offers the tools and guidelines you need to put direct mail testing to work for your organization. Step by step, Warwick shows how to design an effective test, interpret the results, and incorporate lessons learned into future mailings. He also shows how to identify those elements that best warrant testing. This vital information may save your organization thousands of dollars by helping you determine what's important to test and what isn't. And, since even experienced direct mail practitioners often find it hard to design statistically significant tests, Warwick shows how to know when you can trust the results. Testing, Testing, 1, 2, 3 offers a wealth of information about direct mail testing, including
Fundamental rules of the direct mail testing process
When to test and when not to
How to know when test results are meaningful
Results from over three hundred separate direct mail fundraising tests
Whether prospecting for new donors or resoliciting current or lapsed contributors, you will find the guidance that can be adapted to fit your organization's unique needs.
Since July 2010, Mal Warwick has worked as Managing Director of the One World Futbol Project, a social enterprise he helped establish in Berkeley, California. One World Futbol manufactures and distributes a revolutionary new soccer ball designed to withstand the harsh conditions prevalent in refugee camps, war zones, and impoverished inner-city neighborhoods and rural villages.
The One World Futbol responds to two widespread problems: the vulnerability of standard soccer balls, which are often destroyed within days or even hours in rough terrain, and the environmental impact of the millions of discarded soccer balls that end up on trash heaps or landfills (an estimated 20 million annually in Africa alone).
Previously, Mal distinguished himself through his contributions to the nonprofit sector as one of the world's leading authors, consultants, and public speakers on direct response marketing and fundraising for nonprofit organizations and as an advocate for socially and environmentally responsible policies and practices in the private sector.
He is the author of Fundraising When Money is Tight: A Strategic and Practical Guide for Surviving Tough Times and Thriving in the Future, which was released in March 2009 by Jossey-Bass Publishers.
Mal has written or edited a total of nineteen books, including the standard fundraising texts, Revolution in the Mailbox and How to Write Successful Fundraising Letters, both of which are now in second editions. His two books on fundraising strategy--The Five Strategies for Fundraising Success and (with Steve Hitchcock) Ten Steps to Fundraising Success--are in use throughout the world as strategic planning guides for nongovernmental organizations.
Mal is the founder and chairman of Mal Warwick Associates (Berkeley, CA, and Washington, DC), a fundraising agency specializing in direct response fundraising and marketing. The company has served nonprofit organizations since 1979. Mal also founded its sister company, Response Management Technologies, Inc., a data processing firm for nonprofit organizations, and was a co-founder of the telephone fundraising firm, Share Group, Inc. (Somerville, MA). In 1994, he co-founded Donordigital (San Francisco, CA), which assists nonprofit organizations with online fundraising, marketing, and advocacy. In 2008, Mal Warwick Associates acquired Donordigital, and the two firms are now working in tandem to pioneer new approaches in integrated, multi-channel fundraising.
A serial entrepreneur, Mal has been active in promoting social and environmental responsibility in the business community nationwide for two decades. He is the co-author of Values-Driven Business: How to Change the World, Make Money, and Have Fun (Berrett-Koehler Publishers, 2006) with Ben Cohen, co-founder of Ben & Jerry's. Along with Cohen and others, he was a co-founder of Business for Social Responsibility in 1992 and served on its board during its inaugural year. In 2001, after more than a decade as an active member of Social Venture Network, he was elected to its board and served as Chair (2002-2006). He also was a member of the Founding Advisory Board of the Center for Responsible Business at the Haas School of Business at the University of California, Berkeley, in 2002-3.
Until February 2011, Mal edited the free monthly electronic newsletter, Mal Warwick's Newsletter: Successful Direct Mail, Telephone & Online Fundraising™, which had more than 10,000 subscribers in 69 countries. During his fundraising career, he was widely in demand as speaker and workshop leader throughout the world. Mal taught fundraising on six continents to nonprofit executives from more than 100 countries. He spoke annually for extended periods at the International Fundraising Congress (The Netherlands), the International Workshop on Resource Mobilisation (Thailand, Malaysia, and India), the Hemispheric Congress on Fundraising (Mexico), and the Association of Fundraising Professionals' International Conference on Fundraising (U.S.). He also speaks on the topic of socially responsible business at leading business schools in the USA as well as for groups of business owners and executives.
Among the hundreds of nonprofits Mal and his colleagues served over the years are many of the nation's largest and most distinguished charities as well as six Democratic Presidential candidates and scores of small, local, and regional organizations. Collectively, Mal and his associates were responsible for raising at least half a billion dollars--largely in the form of small gifts from individuals.
Mal played a leadership role in the fundraising and direct marketing fields both nationally and internationally. In 2009 and 2010, he co-founded and chaired the International Fundraising Congress Online, the world's first virtual fundraising conference, involving more than 400 sites in 42 countries, and he served as chair of its successor, Fundraising Online 2011. Previously, in 2007-8, he served as Chair of that event's sponsor, the international Resource Alliance (London, UK). The Resource Alliance is the organizer of the annual International Fundraising Congress in The Netherlands and a leading force globally in developing the fundraising capacity of nongovernmental organizations to build civil society. Having helped establish one of its two predecessor organizations in the early 1980s, he was also an active member of the Direct Marketing Association Nonprofit Federation (Washington, D.C.). He also served for ten years on the board of the Association of Direct Response Fundraising Counsel (Washington, D.C.), two of those years as President.
In 2004, Mal received the Hank Rosso Award as Outstanding Fundraising Executive from the Association of Fundraising Professionals Golden Gate Chapter and Northern California Grantmakers. In 2009, he was granted the Max L. Hart Nonprofit Leadership Award by the Direct Marketing Association Nonprofit Federation, in recognition of his lifetime contributions to direct marketing.
Mal chairs the board of Great Nonprofits (San Francisco, CA), which is partnering with major institutions to bring the voice of donors, volunteers, and beneficiaries to the forefront in evaluating the impact of nonprofit organizations. He is also a member of the advisory boards of several companies, including Mission Research (Lancaster, PA) and GoldMail Inc. (San Francisco, CA).
Mal was a Peace Corps Volunteer in Ecuador for more than three years in the 1960s. Since 1969 he has lived in Berkeley, California, where he is deeply involved in local community affairs. Early in the 1990s, he co-founded the Community Bank of the Bay, the nation's fifth community development bank, and the Berkeley Community Fund, where he served on the board (with one year as its president) until 2006. He also served for 11 years as Vice-President of the Board of the Berkeley Symphony (1991-2002).
In 2006, Mal was awarded the Benajmin Ide Wheeler Medal by the Berkeley Community Fund as "Berkeley's most useful citizen" in recognition of his lifetime contributions to the community. Mal joined environmental leader David Brower, celebrated chef and restaurateur Alice Waters, renowned orchestra conductor Kent Nagano, and other notable Berkeleyans as a recipient of the award.
He is the grandfather of Dayna, Iain, Matthew, Gwen, Andrew, Kaleb, and Benjamin.
This review is from: Testing, Testing 1, 2, 3: Raise More Money with Direct Mail Tests (Paperback)
Beyond the great examples and readable style, this book practically condenses information taught in statistical and data analysis courses ... and presents it in an extremely useful and readable way. So practical! This is a must read for people serious about improving their direct mail program. I am constantly getting mail and wondering "what were they thinking when they put this together?" This book will help you avoid some of those pitfalls.
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First Sentence:
Every once in a rare while, you'll hit the nail on the head with a powerful marketing concept-a seemingly perfect marriage of direct mail package and lists-at the very beginning of a new program. Read the first pageKey Phrases - Statistically Improbable Phrases (SIPs): (learn more)
package increases response, acquisition mailing, unnecessary additional expense, nonprofit stamp, direct mail fundraising program, higher average gift, initial test mailing, two test panels, direct mail fundraisers, direct mail testing, credit card option, direct mail donors, acquisition package, live stamp, gift string, proven lists, renewal series, envelope teasers, stamp reply, lifts response, package elements, calendar offer, gift amounts, tentative conclusion, test package
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Donor Acquisition Mailing, Gifts Gifts, Total Diff, Donor Resp, Gifts Total Avg, Gift Total Cost Net Rev, Total Rev, Root of Total Cost, Root of Total Acq, Testing Gift Amounts, Gift Cost Net Rev, Donor Acquisition Test, Testing Other Package Elements, Total Qty, Gift Client, Gift Cost Client, Gift Gross Rev, Tom Collins, Member Renewal Series, Root of Cost, Testing Inserts, Testing Outer Envelopes, Testing Tips, Times Roman, Comparing Costs
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