Understanding and Improving the Language of Fundraising

The language of fundraising is laden with combative and unsavory
terms-suspects, prospects, acquisition, campaign, target.
This volume of New Directions for Philanthropic Fundraising
challenges fundraisers to be more aware of language and its effect
both on the users and the audience. Fundraisers and linguists offer
practical analyses of how language is used in fundraising appeals.
Chapters provide case studies of writing grant proposals,
illuminating how writers shape their language to fit their
audience; content analyses of fundraising letters, considering what
persuades donors to give; and guidelines for developing successful
visual rhetoric for both print and on-line formats.
This is the 22nd issue of the quarterly journal New
Directions for Philanthropic Fundraising.