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How to write successful fundraising appeals

Author: Mal Warwick; Eric Overman
Publisher: San Francisco : Jossey-Bass, A Wiley Brand, [2013]
Series: Jossey-Bass nonprofit guidebook series.
Edition/Format:   Print book : English : Third editionView all editions and formats
Summary:

Shows how to create winning appeals that will realize the full potential of direct mail and online fundraising. This comprehensive resource gives nonprofit fundraising staff the information needed to  Read more...

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Additional Physical Format: Online version:
Warwick, Mal.
How to write successful fundraising appeals.
San Francisco : Jossey-Bass, [2013]
(DLC) 2012050259
Document Type: Book
All Authors / Contributors: Mal Warwick; Eric Overman
ISBN: 9781118543665 1118543661
OCLC Number: 821271478
Notes: Revised edition of the author's How to write successful fundraising letters, 2nd ed.
Includes index.
Description: xiii, 360 pages ; 28 cm.
Contents: 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 --
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--
not for a Pulitzer Prize --
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 --
Reinforcing your appeal. Rounding out your appeal with online media and more ; Writing online appeals ; The new keys to success in fundraising today --
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.
Series Title: Jossey-Bass nonprofit guidebook series.
Other Titles: How to write successful fundraising letters
Responsibility: Mal Warwick with Eric Overman.
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