[eBook Code] How to Write Successful Fundraising Appeals (eBook Code, 3rd)

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