Mal Warwick Associates

Netting High-Dollar Donors Feb. 7, 2006 By Abny Santicola, associate editor, FundRaising Success Not all direct mail is created equal. Sure, from organization to organization a lot of the inequality is due to budgets of different girth. But even within an organization, there can be a lot of variance among direct-mail campaigns. In his book, "The Mercifully Brief Real World Guide to ... Raising $1,000 Gifts by Mail," Mal Warwick, founder and chairman of Berkeley, Calif.-based fundraising and marketing agency Mal Warwick & Associates, shares his tips for raising high-dollar gifts. Among Warwick's many points are the four key musts for organizations looking

Most of the time, almost no one will respond to your appeals by mail. The only reason direct-mail fundraising works is that someone who does send you a first gift is very likely to send another when asked, writes Mal Warwick, author and founder of the Berkeley, Calif.-based, full-service fundraising company Mal Warwick & Associates.