Record details

• ISBN: 9781118543665 (paper/website)
• ISBN: 1118543661 (paper/website)
• Physical Description: xiv, 360 pages : illustrations ; 28 cm.
• Edition: Third edition.
• Publisher: San Francisco : Jossey-Bass, [2013]

Content descriptions

General Note:

Revised edition of the author's How to write successful fundraising letters, 2nd ed.

Includes index.

Formatted Contents Note:

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.

Search for related items by subject

Subject:

Direct-mail fund raising.
Nonprofit organizations > Finance.
Direct-mail fund raising.
Nonprofit organizations > Finance.

Search for related items by series

• The Jossey-Bass nonprofit guidebook series
• Jossey-Bass nonprofit guidebook series.