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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 : CD for computer : Document   Computer File : English : 2nd edView all editions and formats
Summary:
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.
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Genre/Form: CD-ROM
Material Type: Document, Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Mal Warwick
ISBN: 9780787999087 0787999083 9780999009727 0999009729
OCLC Number: 179799296
Notes: Includes index.
Description: xviii, 310 pages : illustrations ; 28 cm + 1 CD-ROM (4 3/4 in.).
Contents: 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.
Series Title: Jossey-Bass nonprofit guidebook series.
Responsibility: Mal Warwick.
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Abstract:

In this revised and expanded edition of his bestselling book, Mal Warwick provides fundraisers with even more essential tools for making their direct marketing program a success. He provides both  Read more...

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' You'll learn all the essential components of writing for success from this go--to book for writing for fundraising.' (Fundraising.co.uk, May 2011).

 
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