How to Write Successful Fundraising Letters / Edition 2

How to Write Successful Fundraising Letters / Edition 2

by Mal Warwick
     
 

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ISBN-10: 0787999083

ISBN-13: 2900787999086

Pub. Date: 03/28/2008

Publisher: Wiley

Whether holding a bake sale or raising $1,000,000—fundraising tips for everyone

For many volunteers and other nonprofessionals, writing letters of appeal can be confusing and laborious. In How to Write Successful Fundraising Letters, Mal Warwick—the nation's premier direct mail expert—shows everyone what makes the best letters work. With real-world

Overview

Whether holding a bake sale or raising $1,000,000—fundraising tips for everyone

For many volunteers and other nonprofessionals, writing letters of appeal can be confusing and laborious. In How to Write Successful Fundraising Letters, Mal Warwick—the nation's premier direct mail expert—shows everyone what makes the best letters work. With real-world examples, illustrations, and case studies that reflect the latest research findings on how to secure gifts from today's donors, Warwick provides both general advice about effective mail strategies and specific guidance on the details of a mail campaign. His step-by-step model for writing a successful appeal walks readers through each stage of the process, from laying the groundwork to thanking donors. The book includes such valuable resources as style tips, advice for overcoming writer's block, pointers for effective graphics and packaging, and an extensive collection of model letters.

Mal Warwick (Berkeley, CA) is a renowned fundraising consultant and a leading thinker and practitioner in the field. He has written numerous books on fundraising, including The Five Strategies for Fundraising Success (0-7879-4994-9) (Jossey-Bass).

Product Details

ISBN-13:
2900787999086
Publisher:
Wiley
Publication date:
03/28/2008
Series:
Jossey-Bass Nonprofit Guidebook Series
Edition description:
New Edition
Pages:
336

Table of Contents

Motivating Your Audience.
Why People Respond to Fundraising Letters.
How a Fundraising Letter Is Like a Personal Visit.
What Donors Really Think About Fundraising Letters.
Characteristics of an Effective Fundraising Letter.
A Leisurely Tour Through One Successful Appeal.
The Letter Writer's Plan of Action.
What to Do Before You Write Any Fundraising Letter.
Eight Steps Toward Successful Fundraising Letters.
The Cardinal Rules of Fundraising Letters.
You're Writing for Results-Not for a Pulitzer Prize.
Customizing Your Appeal.
Recruiting New Donors: Starting Intimate Conversations with Strangers.
Welcoming New Donors: Treating People Like Part of the Family.
Appealing for Special Gifts: Bringing Your Case Down to Earth.
Asking for Year-End Contributions: Making the Most of the Holiday Spirit.
Soliciting High-Dollar Gifts: Framing the Case for Major Contributions.
Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment.
Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time.
Thanking Your Donors: Friend-Raising Before Fundraising.
The Letter Writer's Toolbox.
Sixty Successful Outer Envelope Teasers.
Fifty-Four Strong Leads for Fundraising Letters.
Ninety Ways to Use the Word "You" in a Fundraising Letter.
Sixty-Three Ways to Handle Awkward Copywriting Transitions.
Forty-One Powerful Ways to End a Fundraising Letter.
Fifty-Eight Ways to Start a P.S. in a Fundraising Letter.
Fifteen Ways How Not to Get Results.
Ten Other Books to Help You Write Successful Fundraising Letters.

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