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The complete guide to writing successful fundraising letters for your nonprofit organization

Author: Charlotte Rains Dixon
Publisher: Ocala, Fla : Atlantic Pub. Group, ©2008.
Edition/Format:   Print book : CD for computer : EnglishView all editions and formats
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Genre/Form: Case studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Charlotte Rains Dixon
ISBN: 9781601382474 1601382472
OCLC Number: 233484991
Description: 288 pages : illustrations ; 23 cm + 1 CD-ROM (4 3/4 in.)
Contents: Machine derived contents note: Table of Contents --
Introduction 1 --
Do You Need to Read This Book? 1 --
Why should you read this book? 1 --
Who can benefit from reading this book? 2 --
How can you best use this book? 2 --
Where can this book be put to use? 2 --
When should you read this book? 2 --
What does this book cover? 3 --
Case Study 5 --
Chapter 2: Your Organization and its Goals 6 --
A Definition of Nonprofits 7 --
Why Do We Exist? 8 --
The Strategic Fundraising Plan 9 --
Components of the Strategic Fundraising Plan 10 --
Perform an External Analysis 10 --
Review Information 11 --
Set a Fundraising Goal 11 --
Evaluate Your Assets and Weaknesses 12 --
Develop Your Strategy 12 --
Create Your Final Plan 13 --
Jettison the Charity Mentality 13 --
Chapter 3: Your Donors 14 --
Your Target Donor 15 --
What Your Donor Gains 16 --
What Makes Your Donor Pick Up His or Her Pen? 17 --
Midsize and Major Donors 17 --
Cultivating Relationships, or Keeping Your Donors Donating 19 --
Chapter 4: The Dreaded M Word ¿ Marketing and the Marketing Concept 19 --
Inbound Marketing 20 --
Outbound Marketing 21 --
Marketing Research 21 --
Branding 21 --
Competitive Analysis 22 --
Positioning 23 --
Advertising and Publicity 24 --
Customer Service and Customer Satisfaction 24 --
The Marketing Concept 24 --
Chapter 5: Getting Started ¿ What You Need to Do Before Writing 26 --
Where to Look For Ideas 26 --
Why Are You Writing This Letter and Why Now? 27 --
Who Are You Writing To? 27 --
Why Are You Appealing To Them Now? 29 --
What Benefits Will Donors Get? 29 --
Who Is Going to Sign the Appeal Letter? 29 --
Chapter 6: Key Elements of the Successful Fundraising Package 30 --
Vogele¿s Direct Mail Response Research 30 --
Characteristics of a Successful Letter 32 --
Think Opera When You Get Stuck 32 --
Qualities of Successful Letters 33 --
The Envelope 34 --
The Letter 36 --
The Reply Device 36 --
Reply Envelope 36 --
Optional Extras 36 --
Buckslip 36 --
Freebies or Front-End Premiums 37 --
Premiums or Back-End Premiums 38 --
Lift Letter, or Liftnote 38 --
Brochure 39 --
Survey or Questionnaire 39 --
Case Study 39 --
Chapter 7: Content of Fundraising Letters 40 --
Guidelines for Effective Letter Writing 40 --
Write Your Letter, Step by Step 45 --
Step-by-Step: The Outer Envelope 45 --
Reply Device and Reply Envelope 47 --
The Letter, Step by Step 47 --
The Overline 47 --
The Date 49 --
The Salutation 49 --
Developing the Copy Platform 49 --
The Johnson Box 50 --
The Lead 50 --
The Text 52 --
What to Write 52 --
Write a Rough Draft 53 --
How Much Should You Ask For? 54 --
How to Write 55 --
How to Format 60 --
A Few Additional Writing Tips 60 --
The Reply Device, Step by Step 61 --
Optional Enclosures 63 --
Case Study 66 --
Chapter 8: Types of Fundraising Letters 68 --
Straight Contribution or Solicitation Letter 68 --
Thank-you Letter 71 --
Sample High-end Donation Letter 71 --
Sample Special Event Sponsor Thank-you Letter 72 --
Sample Individual Membership Thank-you Letter 73 --
Double Duty Thank Your Letter Sample 74 --
Welcoming the New Member/Donor Letter 74 --
Things to Include in the Welcome Letter 75 --
Possible Enclosures for the Welcome Packet 75 --
Sample New Member Welcome Letter 76 --
Special Event Letter 77 --
Sample Special Event Letter 77 --
Sample Special Event Donation Letter 80 --
Special Appeals Letter 80 --
Sample Special Appeals Letter 81 --
Major Donor Appeal Letter 82 --
Sample Major Donor Letter 83 --
Renewal Letters 84 --
Sample Renewal Letter 86 --
The Year-End Contribution Letter 87 --
Sample Year-End Contribution Letter 87 --
Lapsed Donor 88 --
Sample Lapsed Membership Letter 89 --
Sample Lapsed Donor Letter 90 --
Prevent Lapsed Donors 91 --
Lure back with a survey letter 91 --
Add a Note to an Existing Package 92 --
When to Give Up on a Donor 92 --
Survey Letter 92 --
Sample Survey Letter 93 --
Front-End Premium 94 --
Sample Front-End Premium Letter 95 --
Back-end Premium Letter 95 --
Sample Back-End Premium Letter 96 --
Newsletters 97 --
Using E-mail 98 --
Dealing With the Mailing List 100 --
Case Study 101 --
Chapter 9: Writing Tips 102 --
Creativity Nudgers 102 --
The Writing Process 103 --
Brainstorming 103 --
First Draft 104 --
Composting 104 --
Second Draft 104 --
Third Draft 105 --
Send out for edits 105 --
Send out for proofing 105 --
Blockbusters 106 --
Helpful Hints from the World of Copywriting 106 --
Hints from the World of Literature 108 --
The Art of Story 108 --
Elements of Story 108 --
What makes a story work well? 108 --
How can you apply these concepts to your fundraising campaign? 109 --
Voice 109 --
How does Voice Apply to Fundraising Letters? 110 --
How to Write With a Sense of Urgency 110 --
Writing Exercises 111 --
Other Writing Exercises 113 --
Other Writing Tips and Tools 114 --
Case Study 116 --
Conclusion 117 --
Appendices 117 --
Bibliography 118 --
Books 118 --
Web sites 118 --
Writing Inspiration 118 --
Glossary 118.
Responsibility: by Charlotte Rains Dixon.
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