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How to write successful fundraising letters

Author: Mal Warwick
Publisher: San Francisco, CA : Jossey-Bass, ©2008.
Series: Jossey-Bass nonprofit guidebook series.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Mal Warwick
ISBN: 9780787999087 0787999083
OCLC Number: 1050700518
Notes: Includes index.
Description: xviii, 310 p. : ill. ; 28 cm. + 1 CD-ROM (4 3/4 in.)
Contents: Introduction: Why You Should Read This Book --
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. Leisurely Tour Through One Successful Appeal --
Pt. 2. Letter Writer's Plan of Action --
6. What to Do Before You Write Any Fundraising Letter --
7. Eight Steps Toward Successful Fundraising Letters --
8. 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 Contributions --
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. 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.
Series Title: Jossey-Bass nonprofit guidebook series.
Responsibility: Mal Warwick.
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