search query: @indexterm DIRECT MAIL / total: 46
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| Author: | Berger, P. Smith, G. |
| Title: | The effect of direct mail framing strategies and segmentation variables on university fundraising performance |
| Journal: | Journal of Direct Marketing
1997 : WINTER, VOL. 11:1, p. 30-43 |
| Index terms: | MARKETING DIRECT MAIL STRATEGY |
| Language: | eng |
| Abstract: | This paper provides guidelines to charitable marketers in general, and university fund-raising managers in particular, regarding the effects of direct mail framing strategies and direct mail segmentation variables on the performance of university fund-raising efforts. Several direct mail framing strategies were empirically tested in a designed fractional factorial experiment that allowed the determination of not only the main effect of each factor, but also their interaction effects. These framing strategies included four factors. |
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