794

Warwick, Mal

Mal Warwick

2nd ed

Jossey-Bass

c2008

xviii, 310 p. ill. 28 cm.

Jossey-Bass nonprofit guidebook series

Includes index , Pt. 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 -- Pt. 2. The letter writerʹs 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. Youʹre writing for results, not for a Pulitzer Prize -- Pt. 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 contributors -- 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 -- Pt. 4. Using e-mail and the Internet -- 20. Writing online appeals : harnessing the power of the Internet -- Pt. 5. The letter writerʹs 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.

658.

15224

W311h

2008

978-0-7879-9908-7