This 46-page manual features:

• Step-by-step guidelines to plan your direct mail appeals year.
• Winning and creative appeal examples used by other nonprofits.
• Dozens of tips and techniques to improve your donor response rate.
• Ideas for writing a compelling appeal letter.
• Tools to evaluate every aspect of your direct mail program's effectiveness.

Here's a small sampling of topics covered in Profitable Direct Mail Appeals, 2nd Edition:

• Develop your entire year's direct mail plan
• How to make direct mailings more personal
• Building a mailing list from scratch or build on an existing one
• How to build a database of qualified prospects
• Segment past donors according to gift clubs
• Direct mail appeals: donors vs. non-donors
• Write a simple, concise call to action; repeat
• Useful elements for appeal letters
• Outer envelope plays a role in response
• Try testing back-to-back appeals
• Personal notes quadruple letter's response rate
• Holiday card serves as last-minute appeal
• RFM formula measures direct mail appeal's success
• Tailor brochures to targeted age groups
• Gather testimonials for direct mail appeals
• Make pledge forms as effective as possible
• Test direct mail appeals head to head
• Reach into the response rate tool chest
• Getting away with multiple appeals to the same prospects
• Analyze appeal to improve future results
• Managing track codes on mailed appeals
• Include businesses on your mailing list
• Bounce backs increase response rate
• And much more!