عنوان

How to write successful fundraising letters /

0787999083

0999009729

9780787999087

9780999009727

b754752

How to write successful fundraising letters /

[Book]

Mal Warwick.

Second edition.

San Francisco, CA :

Jossey-Bass,

[2008].

©2008

xviii, 310 pages :

illustrations ;

28 cm +

1 CD-ROM (4 3/4 in.).

Jossey-Bass nonprofit guidebook series

Includes index.

Includes bibliographical references and 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 writer's 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. You're 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 writer's 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.

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You'll learn all the essential components of writing for success from this go-to book for writing for fundraising! Free downloads on josseybass.com.

Direct-mail fund raising.

Nonprofit organizations-- Finance.

Direct-mail fund raising.

Nonprofit organizations-- Finance.

Warwick, Mal

20201204143707.0

[Book]

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