How to write successful fundraising letters
Subtitle: sample letters, style tips, useful hints, real-world examples
By: Mal Warwick.
Edition: 1st ed.
Series: The Jossey-Bass nonprofit and public management series
Publisher: Jossey-Bass
Published: 2001
Place of publication: San Francisco
Language: eng
Number of pages: 304
Subjects: Direct-mail fund raising; Nonprofit organizations -- Finance
Notes: Includes bibliographical references (p. 296-298) and index.
Table of contents: title: Part 1: Motivating your audience; title: Why people respond to fundraising letters; title: How a fundraising letter is like a personal visit; title: What donors really think about fundraising letters; title: Characteristics of an effective fundraising letter; title: A leisurely tour through one successful appeal; title: Part 2: The letter writer's plan of action; title: What to do before you write any fundraising letter; title: Eight steps toward successful fundraising letters; title: The Cardinal rules of fundraising letters; title: You're writing for results; title: not for a Pulitzer Prize; title: Part 3: Customizing your appeal; title: Recruiting new donors: starting intimate conversations with strangers; title: Welcoming new donors: treating people like part of the family; title: Appealing for special gifts: bringing your case down to earth; title: Asking for year-end contributions: making the most of the holiday spirit; title: Soliciting high-dollar gifts: framing the case for major contributions; title: Going for bigger gifts: persuading donors to make an extra commitment; title: Seeking annual gifts: building long-term loyalty, one year at a time; title: Thanking your donors: friend-raising before fundraising; title: Part 4: The letter writer's toolbox; title: A. Sixty successful outer envelope teasers; title: B. Fifty-four strong leads for fundraising letters; title: C. Ninety ways to use the word "you" in a fundraising letter; title: D. Sixty-three ways to handle awkward copywriting transitions; title: E. Forty-one powerful ways to end a fundraising letter; title: F. Fifty-eight ways to start a P.S. in a fundraising letter; title: G. Fifteen ways how not to get results; title: H. Ten other books to help you write successful fundraising letters.