How to write successful fundraising letters : sample letters, style tips, useful hints, real-world examples

Warwick, Mal

How to write successful fundraising letters : sample letters, style tips, useful hints, real-world examples - San Francisco : Jossey-Bass, ©2001. - xvi, 304 pages : illustrations ; - Jossey-Bass nonprofit and public management series. .

Includes index

Part 1: 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 --
Part 2: 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 --
Part 3: 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 --
Part 4: 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 work "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. Ten other books to help you write successful fundraising letters.


Part 1: 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 -- Part 2: 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 -- Part 3: 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 -- Part 4: 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 work "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. Ten other books to help you write successful fundraising letters

9780787956523 078795652X


Direct-mail fund raising.

658.45 / WAR

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