How to write fundraising materials that raise more money
Subtitle: the art, the science, the secrets
By: Tom Ahern.
Publisher: Emerson & Church; Emerson & Church Publishers
Published: 2007
Place of publication: Medfield, Mass
Language: eng
Number of pages: 187
ISBN-13: 9781889102313
Subjects: Fund raising.; Business writing.
Table of contents: title: Why communicate? To spur action; title: Setting your expectations : be pessimistic; title: The almighty predisposed; title: Making it interesting (mandatory); title: Secret to response : the offer is king; title: Why your fundraising communications fail to get response; title: Writing your strategy; title: On the delicate subject of committee and board approvals; title: What is branding, really?; title: Warning : you are an intrusion, too; title: What interests donors; title: Being donor centric; title: Communicating on all four wavelengths; title: What the amiable side responds to; title: Anecdotes bring your successes vividly to life; title: What the expressive side responds to; title: Newsletter story ideas : a checklist; title: Sorting wheat from chaff; title: What the skeptical side responds to; title: Honesty and information : reassuring the skeptic; title: What the bottom line side responds to; title: The emotional imperative; title: Emotional triggers; title: Choosing your emotional twin set; title: Answering the most important objection; title: Aren't sure why you matter? Here's a tip; title: Aida : formula for an elevator speech; title: Making your case, step one : collect information; title: Making your case, step two : answering the donor's three big questions; title: Making your case, step three : telling your story; title: The smallest case there is : your tagline; title: Headlines : the critical importance of; title: Making a weak headline strong; title: Finding the angle; title: Write for browsers; title: How to keep them reading; title: Do the "you"; title: The dangerous "and"; title: Will you ever be a good writer?; title: Afterword.