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1. Introduction
2. Talk outline
3. Evolution of direct response fundraising
4. Direct mail in 13th century Japan
5. Direct mail in 18th century England
6. Early merchandise catalogs
7. Modern direct response
8. Testing: "A/B split" runs early 20th century
9. Emergence of mass mailing in USA
10. Two fundamental elements
11. Evolution of the ZIP code
12. Evolution of the ZIP code - Mr. ZIP
13. Advent of the digital age
14. Techniques for direct response
15. Direct response print
16. Telemarketing
17. Direct response television
18. Direct mail
19. The overload of direct mail
20. The F2F and online techniques
21. Face-to-face fundraising
22. Online fundraising
23. SMS and social networking
24. Text messaging
25. Social networking
26. Segmentation and personalization
27. Evolution of targeting
28. A simplified segmentation model
29. RFM-plus
30. Advanced segmentation
31. The cancer council example (1)
32. The cancer council example (2)
33. Breaking down the silos
34. Direct response best practice today
35. Integrated multi channel year-end campaign
36. Fundraising of the future
37. Predicting the future - 1899
38. Predicting the future - 1929
39. Why can't we predict the future?
40. Current trends
41. The shape of the future?
42. Concluding remarks
43. Recent books by Mal Warwick
44. Also by Mal Warwick

Topics Covered

• Broad potential of direct marketing for nonprofit organizations
• Evolution of techniques and new media employed
• Principal characteristics of nonprofit direct marketing
• Multichannel integration is the key to the future use of direct marketing in nonprofit organizations
• Current trends and future prospects

Links

Series:

• Nonprofit and Voluntary Sector Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on September 29, 2009