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Guide to direct mail

Howard Lake | 5 March 2003 | News

American fundraising and direct mail expert Mal Warwick has written “Testing, Testing 1,2,3: raise more money with direct mail tests, a guide to effective direct mail for fundraisers.”

In the book Warwick shows fundraisers how to increase their direct mail results and raise more money by using the scientific process of testing.

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He walks readers through the process of discovering the perfect combination of offer, package, and postage. In addition, he offers guidance on the three key elements of direct mail testing: designing an effective test, interpreting the results, and incorporating the lessons learned into future mailings.

Find “Testing, Testing 1,2,3” in the UK Fundraising Bookshop.

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