How to write successful fundraising letters
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
San Francisco, CA
Jossey-Bass
c2008
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| Edition: | Second edition |
| Series: | Jossey-Bass nonprofit guidebook series
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| Subjects: | |
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Table of 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