You'll learn all the essential components of writing for success from this go-to book for writing for fundraising! Mal Warwick, the nation's premier letter-writing tutor and direct mail expert, shows you the essential tools for making your direct marketing program a success. He gives you both general advice about the most effective direct mail strategies and specific guidance. Learn his step-by-step model through all the critical stages -from laying the groundwork for a prosperous campaign through the importance of thanking donors. Includes new chapters on E-mail solicitations, monthly and legacy giving and free downloads on josseybass.com.
Refreshed and Revised:
- Gain insight into current trends in the field with updated cases, samples, and examples
- Access more content for small to medium NPOs with limited budgets and resources
- Learn the latest technology with new sections on typography and lay out
|Series:||Jossey-Bass Nonprofit Guidebook Series , #2|
|Product dimensions:||8.50(w) x 10.90(h) x 1.20(d)|
Table of Contents
Preface to the Second Edition.
About the Author.
Introduction: Why You Should Read This Book.
PART 1: MOTIVATING YOUR AUDIENCE.
1. Why People Respond to Fundraising Letters.
2. How a Fundraising Letter Is Like a Personal Visit.
3. What Donors Really Think About Fundraising Letters.
4. Characteristics of an Effective Fundraising Letter.
5. A Leisurely Tour Through One Successful Appeal.
PART 2: THE LETTER WRITER’S PLAN OF ACTION.
6. What to Do Before You Write Any Fundraising Letter.
7. Eight Steps Toward Successful Fundraising Letters.
8. The Cardinal Rules of Fundraising Letters.
9. You’re Writing for Results-Not for a Pulitzer Prize.
PART 3: CUSTOMIZING YOUR APPEAL.
10. Recruiting New Donors: Starting Intimate Conversations with Strangers.
11. Welcoming New Donors: Treating People Like Part of the Family.
12. Appealing for Special Gifts: Bringing Your Case Down to Earth.
13. Asking for Year-End Contributions: Making the Most of the Holiday Spirit.
14. Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact.
15. Soliciting High-Dollar Gifts: Framing the Case for Major Contributions.
16. Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment.
17. Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time.
18. Thanking Your Donors: Friend-Raising Before Fundraising.
19. Promoting Legacy Gifts: Seeking the Ultimate Commitment.
PART 4: USING E-MAIL AND THE INTERNET.
20. Writing Online Appeals: Harnessing the Power of the Internet.
PART 5: THE LETTER WRITER’S TOOLBOX.
A. Sixty Successful Outer-Envelope Teasers.
B. Fifty-Four Strong Leads for Fundraising Letters.
C. Ninety Ways to Use the Word "You" in a Fundraising Letter.
D. Sixty-Three Ways to Handle Awkward Copywriting Transitions.
E. Forty-One Powerful Ways to End a Fundraising Letter.
F. Fifty-Eight Ways to Start a P.S. in a Fundraising Letter.
G. Fifteen Ways How Not to Get Results.
H. Books and Other Resources to Help You Write Successful Fundraising Letters.
How to Use the CD-ROM.