How to Write Successful Fundraising Appeals

Preface to the Third Edition ix About the Author xv Introduction: Why You Should Read This Book 1 PART I Motivating Your Audience 1 Why People Respond to Fundraising Appeals 2 How a Fundraising Appeal Is Like a Personal Visit 3 What Donors Really Think About Fundraising Letters 4 Characteristics of an Effective Fundraising Appeal 5 A Leisurely Tour Through One Successful Appeal PART II Your Plan of Action 6 What to Do Before You Write Any Fundraising Appeal 7 Eight Steps Toward Successful Fundraising Appeals 8 The Cardinal Rules of Fundraising Letters 9 You're Writing for Results--Not for a Pulitzer Prize PART III Customizing Your Appeal 10 Recruiting New Donors: Starting Intimate Conversations with Strangers 11 Recruiting New Supporters: Beginning the Cultivation Process Online 12 Welcoming New Donors: Treating People Like Part of the Family 13 Appealing for Special Gifts: Bringing Your Case Down to Earth 14 Asking for Year-End Contributions: Making the Most of the Holiday Spirit 15 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact 16 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions 17 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment 18 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time 19 Thanking Your Donors: Friend-Raising Before Fundraising 20 Promoting Legacy Gifts: Seeking the Ultimate Commitment PART IV Reinforcing Your Appeal 21 Rounding Out Your Appeal with Online Media and More 22 Writing Online Appeals 23 The New Keys to Success in Fundraising Today PART V The Appeal Writer's Toolbox A Sample Multichannel Campaign Calendar B Twenty Great Email Subject Lines C Sixty Successful Outer Envelope Teasers D Fifty-Four Strong Leads for Fundraising Appeals E Ninety Ways to Use the Word "You" in a Fundraising Appeal F Sixty-Three Ways to Handle Awkward Copywriting Transitions G Forty-One Powerful Ways to End a Fundraising Appeal H Fifty-Eight Ways to Start a P.S. in a Fundraising Appeal I Fifteen Ways How Not to Get Results Index