How to Write Successful Fundraising Letters,

You'll learn all the essential components of writing for success from this go-to book for writing for fundraising! Mal Warwick, the nation's premier letter-writing tutor and direct mail expert, shows you the essential tools for making your direct marketing program a success. He gives you both general advice about the most effective direct mail strategies and specific guidance. Learn his step-by-step model through all the critical stages -from laying the groundwork for a prosperous campaign through the importance of thanking donors. Includes new chapters on E-mail solicitations, monthly and legacy giving and free downloads on josseybass.com.Refreshed and Revised: Gain insight into current trends in the field with updated cases, samples, and examples Access more content for small to medium NPOs with limited budgets and resources Learn the latest technology with new sections on typography and lay out

Mal Warwick, consultant, author, and public speaker, is the founder of Mal Warwick Associates and three related companies that provide a wide range of fundraising and marketing services to nonprofitclients throughout North America. Warwick has written or edited 18 books including Revolution in the Mailbox, The Five Strategiesfor Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world and chairs the Global Resource Alliance, which promotes civil society worldwide. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.

Preface to the Second Edition
About the Author
Introduction: Why You Should Read This Book
Motivating Your Audience
Why People Respond to Fundraising Letters
How a Fundraising Letter Is Like a Personal Visit
What Donors Really Think About Fundraising Letters
Characteristics of an Effective Fundraising Letter
A Leisurely Tour Through One Successful Appeal
The Letter Writer's Plan of Action
What to Do Before You Write Any Fundraising Letter
Eight Steps Toward Successful Fundraising Letters
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
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
Using E-Mail and the Internet
Writing Online Appeals: Harnessing the Power of the Internet
The Letter Writer's Toolbox
Sixty Successful Outer-Envelope Teasers
Fifty-Four Strong Leads for Fundraising Letters
Ninety Ways to Use the Word "You" in a Fundraising Letter
Sixty-Three Ways to Handle Awkward Copywriting Transitions
Forty-One Powerful Ways to End a Fundraising Letter
Fifty-Eight Ways to Start a P.S. in a Fundraising Letter
Fifteen Ways How Not to Get Results
Books and Other Resources to Help You Write Successful Fundraising Letters
Index
How to Use the CD-ROM
Table of Contents provided by Publisher. All Rights Reserved.

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How to Write Successful Fundraising Letters, with CD

Summary

Author Biography

Table of Contents

Supplemental Materials