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" Testing, testing, 1, 2, 3 : "
Mal Warwick.
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BL
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| Record Number
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961493
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| Doc. No
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b715863
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| Main Entry
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Warwick, Mal.
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| Title & Author
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Testing, testing, 1, 2, 3 : : raise more money with direct mail tests /\ Mal Warwick.
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| Publication Statement
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San Francisco :: Jossey-Bass,, ©2003.
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| Series Statement
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Jossey-Bass nonprofit and public management series
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| Page. NO
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1 online resource (xxii, 250 pages).
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| ISBN
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0787971413
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: 9780787971410
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0787967122
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9780787967123
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| Bibliographies/Indexes
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Includes bibliographical references (pages 237-239) and index.
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| Contents
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The Rules of the Road -- Testing, Testing, Testing: Until Youre Blue in the Face -- The Initial Test Mailing -- Whats Worth Testing (and What Isnt) -- No Size Fits All -- What You See: Versus What You Get -- Tests or Rollouts? -- Results Worth the Wait -- Reading Your Results -- Understanding Confidence Levels / Dan Suzio -- The Value of Guesswork -- Testing Tips from Major Mailers -- Testing Is Fundamental -- Comparing Costs -- Real-World Results -- Signatures -- Teasers -- Brochures -- Window Envelopes -- Mailing for the Environment (I) -- Mailing for the Environment (II) -- Testing in Action -- Inserts -- Postage -- Outer Envelopes -- Outer Envelope Teasers -- BREs -- Letter Length -- Gift Amounts -- Gift Strings -- Credit Card Options -- Miscellaneous Tests -- Spending Money to Raise Money -- Conclusion: Seven Guidelines for Successful Testing.
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| Abstract
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Fundraising experts know that successful direct mail requires a continual search for improvements in copy, package formats, and lists through trial-and-error testing. There is no doubt that testing - when done correctly - can raise more money for your organization. In Testing, Testing, 1,2,3 direct mail and fundraising expert Mal Warwick shows how the cumulative value of thoughtful, systematic testing can help your organization reach its direct mail fundraising goals. This reader-friendly guide will take you through each phase of the scientific process of discovering your organization's idea.
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| Subject
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Direct-mail fund raising.
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Testing.
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Direct-mail fund raising.
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SOCIAL SCIENCE-- Philanthropy Charity.
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Testing.
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| Dewey Classification
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361.7/068/1
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| LC Classification
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HV41.2.W379 2003eb
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| Parallel Title
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Testing, testing, one, two, three
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