How to write successful fundraising appeals
| Main Author: | Warwick, Mal. |
|---|---|
| Other Authors: | Overman, Eric. |
| Format: | Books Print Book |
| Language: | English |
| Published: |
San Francisco :
Jossey-Bass, A Wiley Brand,
[2013]
|
| Edition: | Third edition. |
| Series: |
Jossey-Bass nonprofit guidebook series.
|
| Subjects: |
Table of 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.