How to write successful fundraising appeals
By: Mal Warwick with Eric Overman
Contributors: Overman, Eric
Edition: Third edition.
Series: The Jossey-Bass nonprofit guidebook series; Jossey-Bass nonprofit guidebook series
Publisher: Jossey-Bass
Published: 2013
Language: eng
Number of pages: 360
ISBN-13: 9781118543665
Subjects: Nonprofit organizations; Finance; Direct-mail fund raising
Notes: Revised edition of the author's How to write successful fundraising letters, 2nd ed.

Includes index.
Table of contents: title: Motivating your audience. Why people respond to fundraising appeals ; How a fundraising appeal is like a personal visit ; What donors really think about fundraising letters ; Characteristics of an effective fundraising appeal ; A leisurely tour through one successful appeal; title: Your plan of action. What to do before you write any fundraising appeal ; Eight steps toward successful fundraising appeals ; The cardinal rules of fundraising letters ; You're writing for results; title: not for a Pulitzer Prize; title: Customizing your appeal. Recruiting new donors : starting intimate conversations with strangers ; Recruiting new supporters : beginning the cultivation process online ; 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 ; Recruiting monthly sustainers : offering small donors a chance for greater impact ; 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 ; Promoting legacy gifts : seeking the ultimate commitment; title: Reinforcing your appeal. Rounding out your appeal with online media and more ; Writing online appeals ; The new keys to success in fundraising today; title: The appear writer's toolbox. Sample multichannel campaign calendar ; Twenty great e-mail subject lines ; Sixty successful outer-envelope teasers ; Fifty-four strong leads for fundraising appeals ; Ninety ways to use the work "you" in a fundraising appeal ; Sixty-three ways to handle awkward copywriting transitions ; Forty-one powerful ways to end a fundraising appeal ; Fifty-eight ways to start a P.S. in a fundraising appeal ; Fifteen ways how not to get results.