How to Write Successful Fundraising Appeals

Mal Warwick 지음

Jossey-Bass 2013년 05월 24일 출간

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Includes Sample Letters, Real World Examples, Style Tips, New Chapters on E#45;mail, Websites, Social Media, and More...Now in a completely revised third edition, this classic book shows how to create winning appeals that will realize the full potential of direct mail and online fundraising. Written by fundraising guru Mal Warwick, with assistance from Eric Overman, this comprehensive resource gives nonprofit fundraising staff the information needed to write compelling fundraising appeals for any medium. If you follow Warwick#39;s guidelines, your direct mail and online fundraising campaigns will produce better results, year after year. Written in an easy#45;to#45;read style, the book is filled with practical techniques, proven approaches, and illustrative examples of both successful and unsuccessful appeals based on the authors#39; wealth of experience fundraising for hundreds of nonprofits. Step#45;by#45;step and appeal by appeal, the book shows how to navigate the fundraising appeal process with ease. To meet the demands of today#39;s socially connected donors, this new edition explains how to mesh today#39;s online technologies with direct mail to produce optimal fundraising results. You#39;ll learn how to use e#45;mail, websites, Facebook, Twitter, and mobile technology to recruit more donors and raise more money. The book includes current research on timely topics such as online vs. offline behavior, online giving statistics, demographics, and best practices in integrated fundraising. If you#39;re a nonprofit professional eager to master the latest methods in fundraising, or simply need to write direct mail appeals for your organization, How to Write Successful Fundraising Appeals will help you hone your skills and create appeals that will hit the mark every time.

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Preface to the Third Edition& ixAbout the Author& xvIntroduction: Why You Should Read This Book&&&& 1PART I Motivating Your Audience1 Why People Respond to Fundraising Appeals2 How a Fundraising Appeal Is Like a Personal Visit3 What Donors Really Think About Fundraising Letters4 Characteristics of an Effective Fundraising Appeal5 A Leisurely Tour Through One Successful AppealPART II Your Plan of Action6 What to Do Before You Write Any Fundraising Appeal7 Eight Steps Toward Successful Fundraising Appeals8 The Cardinal Rules of Fundraising Letters9 You&'re Writing for Results&m-Not for a Pulitzer PrizePART III Customizing Your Appeal10 Recruiting New Donors: Starting IntimateConversations with Strangers11 Recruiting New Supporters: Beginning the Cultivation Process Online12 Welcoming New Donors: Treating People Like Part of the Family13 Appealing for Special Gifts: Bringing Your Case Down to Earth14 Asking for Year-End Contributions: Making the Most of the Holiday Spirit15 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact16 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions17 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment18 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time19 Thanking Your Donors: Friend-Raising Before Fundraising20 Promoting Legacy Gifts: Seeking the Ultimate CommitmentPART IV Reinforcing Your Appeal21 Rounding Out Your Appeal with Online Media and More22 Writing Online Appeals23 The New Keys to Success in Fundraising TodayPART V The Appeal Writer&'s ToolboxA Sample Multichannel Campaign CalendarB Twenty Great Email Subject LinesC Sixty Successfu

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저자(글) Mal Warwick

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Mal Warwick, consultant, author, and public speaker, is the founder and chair of Mal Warwick | Donordigital. Warwick has written or edited many books including Fundraising When Money is Tight, Revolution in the Mailbox, The Five Strategies for Fundraising Success, and Fundraising on the Internet. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwickEric Overman is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.