In this revised and expanded edition of his bestselling book, Mal Warwick provides fundraisers with even more essential tools for making their direct marketing program a success. He provides both general advice about the most effective direct mail strategies and specific guidance for readers interested in the details of a direct mail campaign. Warwick's step-by-step model for writing a successful appeal walks readers through all the critical stages--from laying the groundwork for a prosperous campaign through the importance of thanking donors.