Warwick How to Write Successful Fundraising Appeals

3. Auflage 2013
ISBN: 978-1-118-57321-1
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 384 Seiten, E-Book

Reihe: The Jossey-Bass Nonprofit Guidebook Series

Includes Sample Letters, Real World Examples, Style Tips, NewChapters on E-mail, Websites, Social Media, and More...
Now in a completely revised third edition, this classic bookshows how to create winning appeals that will realize the fullpotential of direct mail and online fundraising. Written byfundraising guru Mal Warwick, with assistance from Eric Overman,this comprehensive resource gives nonprofit fundraising staff theinformation needed to write compelling fundraising appeals for anymedium. If you follow Warwick's guidelines, your direct mail andonline fundraising campaigns will produce better results, yearafter year.
Written in an easy-to-read style, the book is filled withpractical techniques, proven approaches, and illustrative examplesof both successful and unsuccessful appeals based on the authors'wealth of experience fundraising for hundreds of nonprofits.Step-by-step and appeal by appeal, the book shows how to navigatethe fundraising appeal process with ease. To meet the demands oftoday's socially connected donors, this new edition explains how tomesh today's online technologies with direct mail to produceoptimal fundraising results. You'll learn how to use e-mail,websites, Facebook, Twitter, and mobile technology to recruit moredonors and raise more money. The book includes current research ontimely topics such as online vs. offline behavior, online givingstatistics, demographics, and best practices in integratedfundraising.
If you're a nonprofit professional eager to master the latestmethods in fundraising, or simply need to write direct mail appealsfor your organization, How to Write Successful FundraisingAppeals will help you hone your skills and create appeals thatwill hit the mark every time.

Autoren/Hrsg.

Warwick, Mal

Inhaltsverzeichnis

Preface to the Third Edition ix
About the Author xv
Introduction: Why You Should Read ThisBook 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 PulitzerPrize
PART III Customizing Your Appeal
10 Recruiting New Donors: Starting Intimate
Conversations with Strangers
11 Recruiting New Supporters: Beginning the Cultivation ProcessOnline
12 Welcoming New Donors: Treating People Like Part of theFamily
13 Appealing for Special Gifts: Bringing Your Case Down toEarth
14 Asking for Year-End Contributions: Making the Most of theHoliday Spirit
15 Recruiting Monthly Sustainers: Offering Small Donors a Chancefor Greater Impact
16 Soliciting High-Dollar Gifts: Framing the Case for MajorContributions
17 Going for Bigger Gifts: Persuading Donors to Make an ExtraCommitment
18 Seeking Annual Gifts: Building Long-Term Loyalty, One Year ata 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 FundraisingAppeal
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

Über Autor(innen)

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