May 2008
1. What's Working: A really effective one-two punch
By Managing Editor Deborah Block and Paul Karps
2. Easy?
By Rick Christ
3. Self-audit your donor communications
By Tom Ahern
4. Where's Mal
5. Perception!
6. Best Practices: Destination marketing
By Tom Gaffny
7. Ask Mal
8. HandsOn: Make your Web site a big hit
By Lance Trebesch and Taylor Robinson
9. Web 2.0
By Mandy O'Neill
10. Copy Corner: Supporting the tangible
By Deborah Block and Paul Karps
11. Altruism!
1. A really effective one-two punch
By Managing Editor Deborah Block and Paul Karps
If you're a regular reader of this newsletter, you know we've written about the thank-you process any number of times over the years. This, of course, attests to the importance of saying "thank you" to your donors—quickly and graciously. But it also points out that we're always on the look-out for fresh, creative ways to express appreciation for a recipient's generosity.
Here, then, is one approach that recently caught our eye. It comes from Amnesty International (New York NY) in response to a $15 first-time gift.
What's particularly interesting is not just that this new member received two separate thank-you mailings—something which we've also seen done by other organizations—but that both packages arrived the very same day. Whether this was deliberate or by accident, together they provided a really effective one-two punch: making the recipient feel especially good about donating in the first place. Which is, after all, the ultimate goal of the thank-you process.
Both packages were mailed first class, with the postmarks clearly showing they were sent on the same day. Package #1 mailed with a live first-class stamp, while Package #2 was metered at the presorted first-class rate.
A bit more institutional in nature, Package #1 arrived in a window #10 with teaser copy that read: "Your New Membership Card Enclosed." Inside was a standard two-paneled 8-1/2 x 7" lasered receipt. The membership card and two-sentence thank-you message were on the top panel with the bottom panel being a reply device for an additional gift and check-off boxes about estate planning, monthly giving, and the like. A BRE was also enclosed.
Overall, nothing special here, right?
Package #2, however, was delivered in a far more personal-looking, closed-face Monarch envelope with no teaser. It also used a realistic "typewriter" font in both the address and the return address.
Enclosed is a one-sided 5 x 8" generic letter "From the desk of . . . Larry Cox." In it, the group's Executive Director introduces Lim Guan Eng, a Malaysian prisoner Amnesty helped release: "In welcoming you as a new Amnesty member, I wanted to share one of our special victories with you." He closes, "Thank you for joining Amnesty and contributing to our work. You are what makes all of our small and special victories happen."
A longer two-sided, 7 x 10" letter from Lim Guan Eng—addressed "To my friends at Amnesty International"—is then included, compellingly telling this man's story and the role played by Amnesty. He specifically mentions the "cards and messages of support" he received.
This, significantly, ties in directly with Amnesty's acquisition control package (to which the new member had responded) that features a card to be signed by the recipient, which will then go to a prisoner of conscience. In essence, then, the letter from Lim Guan Eng reinforces this involvement device . . . and the reason behind the initial donation.
By the way, there were no other components in Package #2.
The takeaway is that if the receipt (and the idea of a second Ask) in Package #1 had been included as part of Package #2, it would have detracted from the emotional impact of this second mailing. But separately, though clearly a more expensive option, the two packages really complement each other.
To see both mailings, click here.
Copywriters Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (650) 962-9562, fax (650) 962-1499, e-mail bkkreative@aol.com.
2. Easy?
By Rick Christ
If your online donation process is as easy and safe as online shopping, you still have a way to go to make it seem easy and safe to your donors. Is online banking the key?
Web users enjoy the convenience of shopping online, but are afraid of what they perceive to be a lack of security, according to the recent Pew Internet report on online shopping.
Can we apply these same perceptions to online giving? Yes, and no. Donating online has all of the same perceived dangers as shopping online.
But is there any real convenience in giving online? After all, most donors don't really see that they have to make a choice between giving online and driving to your headquarters to make the gift in person. Getting people to give online is more about overcoming inertia—not giving at all—which, let's face it, is far more convenient than giving will ever be.
Never mind that online giving via credit card data is much safer than handing your credit card to the greasy waiter at the diner.
The myth of online insecurity pervades. So what to do about it?
Stress the safety of the process from start to finish. Test all of the security icons you can find to see which combination of copy and form design increases the donors' confidence in the safety of their transaction.
Make it easy. According to the Pew report, 58% of online shoppers say they have suffered one or more of the following feelings:
frustrated by the lack of information they encounter while using the Internet to find out about or buy goods or services;
confused by information they have found online during their shopping or research;
overwhelmed by the amount of information they have found online while doing online shopping or research.
Speaking of easy, have you tested whether offering PayPal increases your donations? One of my firm’s clients gets about 60% of its Web-generated gifts through its credit card donation process. Another 16% come in via PayPal and 24% come in the mail, on donation forms printed from the Web site. PayPal gifts average 18% less in size than credit card gifts, but most of them are gifts that would not have come in without that option.
Some good news in the Pew report: 39% of Internet-savvy Americans do their banking online, a healthy growth from 27% three years ago. Donations via online banking stand to grow as a result, something that may have higher perceived safety, greater ease of use, and perhaps lower fees.
Reprinted with permission from NPAdvisors' e-Fund News.
3. Self-audit your donor communications
By Tom Ahern
Do your organization a favor. Get your thick skin back from the dry cleaners and conduct a self‑audit.
I audit donor communications for part of my living: Web sites, newsletters, appeal letters, and the like. Then I issue "report cards" on their effectiveness, based on industry best practices.
Trust me, there is no work more emotionally gratifying for a writer than pointing out what's horribly wrong in stuff that other people wrote. Sheer bliss.
In my audits, I use nine basic criteria, which I've outlined below. To increase giving and retention to their loftiest levels, donor communications must be effective in all nine areas. There are many other criteria, incidentally. But these nine cover the fundamentals.
Try a do‑it‑yourself audit. Take any vital donor communication and judge it against these nine criteria. (If I may suggest? Most nonprofit newsletters are rank with shortcomings.) Keep the tissues handy.
Criterion #1
Is the content "donor‑centric?" Does it say, over and over, somehow: "With your help, we can do amazing things. And without your help, we can't. It all depends on you." An example of a newsletter headline that meets this criterion is: "Your staggering generosity helps thousands of RI women . . ."
Criterion #2
Is it entertaining? Does it have the necessary virtues of unexpectedness, simplicity, and a conversational tone? An example of a newsletter headline that meets this criterion is: "Oops: Federal tinkering accidentally ends discount birth control, a benefit available to lower‑income women and families since 1990."
Criterion #3
Is urgency part of the message? Does it strongly ask the donor to contribute now? Be aware: Inertia is the real enemy in fundraising. Getting someone to "just do it"—to write the check, to go online and give—is the hard part. A sense of urgency helps move people to take action. An example of a newsletter headline that meets this criterion is: "Donors: Start your checkbooks."
Criterion #4
Does the message somehow talk about, or suggest, the chance of loss?
Psychologist Robert Cialdini's famed research found that response from your target audience will increase if your message emphasizes the chance of loss. He also discovered that the chance of loss is far more persuasive than the promise of gain.
Here's an example of "loss writing" from a recent front-page article in the Planned Parenthood of Rhode Island newsletter: "Donors: You are our only hope, as it turns out. Growth is a wonderful thing. We're thrilled that people use PPRI more than ever. But growth brings with it a perennial problem: finding the money to pay for it all. This year PPRI must raise an extra $400,000 in gifts to meet surging demand for core programs." Where's the loss? It's implied. If PPRI doesn't raise that added $400K, the article hints, it won't be able to meet demand—and the community loses.
Criterion #5
Does it pass the you test? Get out a red pen (I prefer the boldness of a Sharpie). Then get out a vital donor communication such as an appeal letter or newsletter; or print out your Web site's homepage. Apply red pen to paper. Each time the word you appears—in any of its forms (yours, you'll)—circle it. Good donor communications will look like they have the measles.
You is the most powerful (and warmest) word in advertising. (If you're turning your nose up, please note: Technically speaking, fundraising communications are just advertising by another name.) Frequent repetition of the word you keeps readers engaged. While infrequent use leaves readers cold.
Criterion #6
Is the communication built for browsing? Particularly, are the headlines effective?
People don't read deep most of the time. They browse. It's the only way to deal with the information glut that frustrates us all. I digest four major newspapers a day, all in about 30 minutes. How? I read just headlines. I only dig in if I find something of special interest to me.
The day is long gone when you could reasonably hope people would read an article with a weak headline. Web sites—which are built for skimming—hastened the day's demise. If your communications do not suit up for skimmers, browsers, flippers, and clickers, you're not playing in the right game.
You should be able to read a headline and its subhead (which work together as a unit) and know exactly what the gist of the story is. If you're at all puzzled, then the headline's a failure. Failed headlines are the #1 reason donors do not respond to newsletters.
Criterion #7
Is it convenient to respond to offers? Again, it's all about inertia. Make your offers ("Do you want to do more? Sign up for monthly giving online now!") easy to respond to, and more people will.
Criterion #8
Is there accomplishment reporting? I.e., what are your results? This is the #1 thing donors care about: "How did I change the world by sending you a check?" At least a third of every donor newsletter should talk about results.
Criterion #9
Are there credibility builders? In other words, does every communication help establish trust in the donor? Trust and results are the two things donors value most, according to 2007 research conducted by Cone. Nothing new there, incidentally; it has always been so. But with the proliferation of nonprofits—their numbers rose more than 35% in the last decade—and frequent reports in the media of fraud, misuse, and poor financial controls, donors’ skepticism has flourished. (A 2006 Villanova study found that 85% of Roman Catholic dioceses had discovered embezzlement in the last five years!)
Copyright © 2008 by Tom Ahern, phone (401) 397‑8104, Web www.aherncomm.com, e-mail a2bmail@aol.com. Reprinted with permission from Tom’s online newsletter, Love Thy Reader.
4. Where's Mal
May 1-4, 2008 – Hamburg NJ
Social Venture Network Spring Conference
Site: Crystal Springs Resort
May 21-25, 2008 – Kuala Lumpur, Malaysia
8th International Workshop on Resource Mobilisation
Master Class: Nonprofit Management for CEOs with S. P. Jain Management Institute Faculty Members
Big Hall Session: The Ethics Challenge: The Fundraising Courtroom
Workshop: The Fundamentals of Direct Marketing
Advanced Mini-Course: How to Retain and Develop Donors Through Great Direct Marketing, with Anup Tiwari (UNICEF)
Site: Eastin Hotel
June 3-5, 2008 – Palm Beach FL
DMA Nonprofit Leadership Summit
Discussion Facilitator
Site: Ritz Carlton Hotel
June 5-8, 2008 – Boston MA
Business Alliance for Local Living Economies
2008 BALLE Conference
Site: Boston University
July 7-9, 2008 - London, United Kingdom
UK Institute of Fundraising National Convention
July 23-25, 2008 – Washington DC
Bridge to Integrated Direct Marketing Conference
Pre-Conference Workshop: Crafting a Message to Win More Supporters for Your Cause
Workshop: The Copy Clinic: How to Write Successful Fundraising Letters
Site: Washington Hilton Hotel
August 4-7, 2008 – Minneapolis MN
Planned Parenthood Federation of America Development Officers Conference
Workshop: The Copywriter's Workshop: Crafting Brilliant Letters, E-mails, and Telemarketing Scripts for Breakthrough Fundraising Results
Workshop: Creating the Perfect Year-End Campaign
Workshop: The Do’s and Don’ts of Response Devices
October 14-17, 2008 – Noordwijk, The Netherlands
28th International Fundraising Congress
Master Class: The Copywriter’s Workshop: Crafting Brilliant Letters, E-mails, and Telemarketing Scripts for Breakthrough Fundraising Results
Site: NH Leeuwenhorst Hotel
 |
Mal and other top-notch experts will be in Washington DC July 23-25, 2008 at the Bridge Conference. Join them to learn the latest fundraising tips and techniques. Click here to obtain more information or to register. |
5. Perception!
A clear majority of Americans (62%) believe nonprofits spend too much money on overhead, like fundraising and administration. So says a new study by Ellison Research and reported in
The Chronicle of Philanthropy. On average, the public thinks charities spend approximately 36% of what they take in on operating costs. This is significantly more than the 22% people say organizations should be spending—let alone what many groups actually do spend on overhead. So if you’ve got the numbers on your side, it might well be time to flaunt them!
6. Destination marketing
By Tom Gaffny
At the 2008 DMA Nonprofit Conference in Washington DC, late in January, Epsilon Executive Vice President Tom Gaffny delivered an extraordinary workshop, relating the findings of his year-long study of online best practices. The presentation included a staggering 192 slides and revealed so much about the state of fundraising online today that it was virtually indigestible at one sitting. Tom graciously agreed to allow us to publish his findings piecemeal as a new column in this newsletter. What follows is the third installment.
In my year-long study of the online practices of 144 nonprofit organizations, I learned about 12 ways that charities are using the online medium to bring donors closer to the cause . . . again and again. They're thus making their organizations more relevant, more provocative, more stimulating, and more engaging.
Here, in short, are those 12 ways:
Be relevant—be local
Highlight the video
Engage constituents
Leverage techniques that work in the mail
Send information in bite-size chunks
Work at channel integration
Personalize your organization
Be visual—be provocative
Say "thank you" in different ways
Ask friends to "get the word out"
Be timely—be there
Highlight your partners
I'll address each of these 12 techniques in this and subsequent columns, providing practical examples that represent some of the best that the Web has to offer.
Be relevant—be local
Here, for example, is an impressive online invitation I received from the
American Civil Liberties Union (ACLU) to a local event in Boston, near where I live.
Late that same week, I received another communication from the ACLU urging me to attend a rally in Washington DC—but including information about how I could join a bus of supporters leaving the Boston Area from a point very close to my home.
And here's a localized invitation from another nationwide nonprofit advocacy group, Common Cause (an invitation that incidentally came the same day as the initial communication from the ACLU):
And here's yet another example of excellent localization, this one from Environmental Defense:
And here's yet another example, from The Humane Society of the United States:
Chances are, the budgets of the ACLU, Common Cause, Environmental Defense, and The Humane Society of the United States are larger than yours—but if so, their reach is broader to match. Even if your resources are limited, there's no reason you can't invest a little time and a little elbow grease in localizing your organization's online communications, and becoming all the more relevant to your supporters.
Tom Gaffny is Executive Vice President, Epsilon, 601 Edgewater Drive, Wakefield MA 01880-6235, phone (781) 685-6825, fax (781) 685-0817, Web www.episilon.com, e-mail tomgaffny@epsilon.com.
7. Ask Mal Since 1994, when the
Mal Warwick Associates Web site went online, Editor Mal Warwick has answered fundraising questions posed by visitors to the site. Hundreds of those Q&As are available
here. In this feature, we'll spotlight one Q&A from the most recent month.
Question: My divisional board members are very concerned with the number of complaints we receive from our direct mail. They are concerned that for every one complaint received there are many others that do not complain. Is there any evidence to support their claims, and if so what is the ratio? However, more important, what evidence is there to support my claims that complaints can be a positive retention and development tool if actioned effectively for the organisation?
Mal answers: This is one of those situations that causes marketers to tear out their hair by the roots.
For starters, your board members are certainly right: For every complaint you receive, there are certainly others who didn't take the trouble to complain. Now, of course, it matters what they're complaining about: For example, if you've sent them letters full of offensive information, insulted them personally, or questioned their ethics, well, it serves you right, and I won't give you any excuses. However, assuming none of that is the case, and they're complaining only about such things as the fact that you write to them frequently or you include too much specific information about them in your letters, that's something else. In such cases, your job—and you asked for it, even if you weren't aware of it at the time—is to convince your board that those complaints are a good thing, not a bad one.
There's a rule of thumb in marketing: If your ads aren't provoking any complaints, they're not working. Complaints merely reflect the reality that prospects and donors are, in fact, receiving and reading your letters. The much larger number of non-complaints makes clear that a big proportion of people are moved to support you. The complaints merely show that no marketing or advertising can possibly appeal to all people all the time.
One more really important point: Over the years I've learned from dealing with complaints that, more often than not, they turn out to be opportunities to build strong relationships with donors. A speedy and warm reply to a complaint might even yield an immediate contribution. Once I actually saw a $15,000 gift turn up in the mail following a letter of apology about a donor's complaint!
8. Make your Web site a big hitA 30-Day Step-by-Step Guide to Dramatically Improved Search Engine Optimization (Part 3 of 4)
By Lance Trebesch and Taylor Robinson
Your Week 3 objective is to plan and develop a sound link-recruitment campaign.
A link, of course, is a connection between one Web page and another. Search engines value links, because if many links are pointing to the same Web site, then the Web site is deemed to be important and is given a higher page-rank (range 1-10) or level of importance. Having inbound links from high-quality sites will boost your site's SEO campaign more than any other factor.
If you think of keywords as the means to tell search engines what your site is about, then links are the channels that tell search engines how important your site is. Links are also where your nonprofit can truly shine. Other Web sites are generally more willing to provide a link to an informational or nonprofit organization, making link recruitment considerably easier.
Link-recruitment strategiesThere are three basic strategic approaches to acquiring links:
1. Get as many links as possible
2. Get a few high-quality links
3. Have a combination of quantity and quality links
Having a combination between quality and quantity is currently the most effective and recommended strategy. Remember, search engines don't value all links equally, and neither should your organization. Having some low-quality links from directories (Week 1) will give your organization a slight boost, but the real gains in ranking will be derived from the quality of incoming links.
Inbound link partners
The question you need to ask yourself now is, "What Web sites are similar in topic and would benefit from the contents of my site?" To answer this question, you'll first need to identify the information or service your site offers that makes it unique and friendly to link to. As a general rule, Web sites will only link to you if you give them something of real value. If you find yourself thinking, "My Web site has nothing to offer," then you should go back and work on your site's content before continuing any further. If you do have value to offer, take some time perusing the Internet to find organizations that focus on similar topics and would possibly link to you. In the first 30 days, try to develop a contact list of at least the top 50 possible link partners. Look for sites with a high page-rank (keeping in mind that page-rank is a rough estimate, not an exact measurement). Page-ranks range in value from 0-10 and show up on the top of your Web browser. You will want to install the free
pagerank toolbar to acquire this tool.
Reciprocal linking
Some entities inevitably will only be willing to trade links. This is called a reciprocal link. Establishing a reciprocal link entails placing a link on your site that directs visitors to a partner's site in exchange for a link back to your own. Search engines don't value reciprocal links very highly, but a few reciprocal links will not hurt the organization so long as it contributes to a natural-looking link structure. As a general rule, reciprocal links should comprise no more than 25% of your total link structure (
searchenginenews.com). Reciprocal links should rarely be sought out, but rather used as a fallback position in link negotiations (this topic will be covered in Week 4).
Link placement
The placement of your link on a partner's site is often equal in importance to the quality of the partnering organization. This makes it critical to have a link-placement strategy established before you contact the organization. A good strategy consists of a best case scenario that almost always is a link on the homepage and a backup position where you feel your link is the best fit to the organization. Having your link placed in a topically relevant area of the partnering organization is critical, because search engines use link placement information to determine the purpose of your organization.
Anchor text
Another factor that's pivotal to achieving a natural linking structure is establishing varied, keyword-rich anchor text for each link obtained. Anchor text is the text displayed in the link on another page linking back to yours. If Web sites linking to your site are willing to accept suggestions for the anchor text, make sure each one is varied and includes common keywords. Avoid links that use such generic phrases as "click here," because they'll be much less valuable to your site than a specific targeted keyword that you identified in the first week.
Voluntary links
If your Web site has quality content, it's very possible that other sites will want to provide a link to yours without your even having to ask. To facilitate this, provide an easy "link to us" section of your Web page where sites can sign up to link to you. Be sure to approve each link personally, so that you ensure overall quality.
Additional resources
The
Unfair Advantage book, "
101 Link Building Tips to Market your Web Site" (
SEOBook.com), and
How to Achieve Higher Rankings and Stay out of Google Hell Via Optimized Internal Linking are good sources for more information about linking.
Week 3 checklist:
Decide your link-recruitment strategy
Identify what valuable service/information your organization contains
Develop a list of the top 50 possible links with contact information
Set your link placement goals for each contact
Decide what anchor text you'll use for each contact
Lance Trebesch and Taylor Robinson can be reached at www.ticketprinting.com or by e-mail at Lance@TicketPrinting.com.
9. Web 2.0By Mandy O'Neill
Organizations of all sizes are trying to identify ways to incorporate Web 2.0 tools and technologies into their outreach efforts to produce tangible results. A quick and easy option is to create a Widget — a chunk of code that can be embedded within a page of HTML. By providing supporters with a Widget for their personal Web sites and blogs, as well as social networking sites such as MySpace and Facebook, you can expand your reach and accelerate your list growth.
Conservation International grew its list by 50,000 subscribers in just two weeks by engaging current and potential supporters in “The Great Turtle Race,” a unique international sea turtle conservation event organized by Conservation International, the Costa Rica Ministry of Environment and Energy, The Leatherback Trust, and the Tagging of Pacific Predators (TOPP) program.
Conservation International embedded a Convio registration form into its partnership page on Yahoo to capture e-mail addresses. The organization then launched a welcome series of e-mails that provided new registrants with race updates and familiarized them with other conservation efforts.
Conservation International also offered numerous Widgets and encouraged supporters to use them on various social networking sites, including MySpace and Care2, as well as several blogs. The Widgets helped spread the word about fundraising to support sea turtle conservation efforts. The combination of these tactics helped double the number of newsletter subscribers in just two weeks.
Mandy O'Neill is Director, Business Development, Convio, Inc.
10. Supporting the tangibleBy Managing Editor Deborah Block and Paul Karps
Most of the time when we write a direct mail fundraising appeal, we deliberately keep the Ask general and unrestricted. In this way, it encompasses both the particular programmatic theme of the package and everything else the organization does. As in “ . . . to advance our work to protect endangered whales and all we do to save the planet.”
But every now and then, we’re asked to focus on a tangible product, program, or service that the organization provides to its community. The goal of the package, therefore, is specifically to raise money to subsidize that product, program, or service.
So if you find yourself in this atypical situation, here a few tricks we’ve learned that might help you as you craft your copy:
Go for a restricted AskThe most critical part of this puzzle is the ability to structure the Ask to restrict it to the purpose at hand—as opposed to the more customary unrestricted Ask. Oftentimes, it can be a political—and even a legal—issue for the organization. But assuming this is a hurdle that can be overcome, it’s definitely the way to go.
The restricted Ask will allow you to be precise and clear about the fundraising goal of your package: “Send a gift today and do your part to support the production and distribution of our [Name of Product/Program/Service].” If you can throw in the exact amount you need to raise, all the better.
Segment your audienceAs always, you want to know exactly who you’re writing to so you can talk to the recipients in the most appropriate, most personal way possible. That means writing one base version and then tweaking copy as needed for your different target audiences.
For example, you may have one group of people that has responded to a past appeal focusing on this product, program, or service. For that segment, you’ll absolutely want to include numerous “thank yous” for these individuals’ generous support. A subset of this group would include lapsed donors.
Another segment would consist of current donors to the nonprofit who have never given for this specific need. Consider this your conversion audience: those who support you in general who you would now like to convert to donors of this product, program, or service.
Once again, you want to thank them profusely—though in this case, for their generosity to your group. Now you’re asking them to “take the next step in your partnership” by sending a gift to support this related purpose.
The final major segment consists of people who either receive or directly benefit from this product, program, or service. They’re essentially warm prospects. They know what you do, but may not know you need their help to continuing doing it. So tell them!
Make it about the recipientCan, in fact, recipients of your package benefit directly from the product, service, or program you’re asking them to support? If so, be sure to write your copy from their viewpoint. For instance, tell them that with their gift, they can continue to “attend our acclaimed art classes” or “read our informative newspaper.”
Connect the need to the broader mission While we’re suggesting you opt for a restricted Ask, what will make your appeal especially compelling is, in effect, to connect the dots for your reader. In other words, explain how money the organization is spending on this product, program, or service is money that could otherwise be spent to advance the group’s regular programs or services.
Then go ahead and briefly list what these are. That way, you’ll remind current donors of the nonprofit why they support it in the first place. And you’ll be educating warm prospects about the good work—and broader mission—of your organization.
Copywriters Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (650) 962-9562, fax (650) 962-1499, e-mail bkkreative@aol.com.
11. Altruism!Giving really is better than receiving! At least according to a study in
Science, as recounted in
The New York Times. Researchers gave cash to subjects with instructions either to spend it on themselves or on others. The conclusion: Giving away just $5 resulted in a significant increase in happiness—while spending the money on oneself didn’t.
Mal Warwick, Editor
Deborah Block, Managing Editor
Kieu Tran, Production Manager
Contributing Editors:
Nick Allen, Donordigital
Ken Burnett, Cascaid Consulting
Harvey McKinnon, Harvey McKinnon Associates
Jerold Panas, Jerold Panas, Linzy & Partners
Steve Thomas, Stephen Thomas
Joe White, Share Group, Inc.
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Mal Warwick's Newsletter: Successful Direct Mail, Telephone & Online FundraisingTM
(ISSN 1067-9316) is published 12 times per year by Strathmoor Press, Inc.,
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