{"product_id":"how-to-write-successful-fundraising-appeals-isbn-9781118543665","title":"How to Write Successful Fundraising Appeals","description":"\u003cp\u003e\u003cb\u003eHow to Write Successful Fundraising Appeals\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNow 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’s guidelines, your direct mail and online fundraising campaigns will produce better results, year after year. \u003c\/p\u003e\u003cp\u003eWritten in an easy-to-read style, the book is filled with practical techniques, proven approaches, and illustrative examples of 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 navigate the fundraising appeal process with ease. To meet the demands of today’s socially connected donors, this new edition explains how to mesh today’s online technologies with direct mail to produce optimal fundraising results. You’ll learn how to use e-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. \u003c\/p\u003e\u003cp\u003eIf you’re a nonprofit professional eager to master the latest methods in fundraising, or simply need to write direct mail appeals for your organization, \u003ci\u003eHow to Write Successful Fundraising Appeals\u003c\/i\u003e will help you hone your skills and create appeals that will hit the mark every time. \u003c\/p\u003e\u003cp\u003ePreface to the Third Edition ix\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003eIntroduction: Why You Should Read This Book 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One Motivating Your Audience\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Why People Respond to Fundraising Appeals 9\u003c\/p\u003e \u003cp\u003e2 How a Fundraising Appeal Is Like a Personal Visit 21\u003c\/p\u003e \u003cp\u003e3 What Donors Really Think about Fundraising Letters 35\u003c\/p\u003e \u003cp\u003e4 Characteristics of an Effective Fundraising Appeal 41\u003c\/p\u003e \u003cp\u003e5 A Leisurely Tour through One Successful Appeal 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Your Plan of Action\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 What to Do Before You Write Any Fundraising Appeal 71\u003c\/p\u003e \u003cp\u003e7 Eight Steps toward Successful Fundraising Appeals 85\u003c\/p\u003e \u003cp\u003e8 The Cardinal Rules of Fundraising Letters 95\u003c\/p\u003e \u003cp\u003e9 You’re Writing for Results—Not for a Pulitzer Prize 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Customizing Your Appeal 10 Recruiting New Donors: Starting Intimate Conversations with Strangers 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Recruiting New Supporters: Beginning the Cultivation Process Online 133\u003c\/p\u003e \u003cp\u003e12 Welcoming New Donors: Treating People Like Part of the Family 141\u003c\/p\u003e \u003cp\u003e13 Appealing for Special Gifts: Bringing Your Case Down to Earth 155\u003c\/p\u003e \u003cp\u003e14 Asking for Year-End Contributions: Making the Most of the Holiday Spirit 167\u003c\/p\u003e \u003cp\u003e15 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact 185\u003c\/p\u003e \u003cp\u003e16 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions 191\u003c\/p\u003e \u003cp\u003e17 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment 203\u003c\/p\u003e \u003cp\u003e18 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time 213\u003c\/p\u003e \u003cp\u003e19 Thanking Your Donors: Friend-Raising before Fundraising 219\u003c\/p\u003e \u003cp\u003e20 Promoting Legacy Gifts: Seeking the Ultimate Commitment 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Reinforcing Your Appeal\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e21 Rounding Out Your Appeal with Online Media and More 245\u003c\/p\u003e \u003cp\u003e22 Writing Online Appeals 261\u003c\/p\u003e \u003cp\u003e23 The New Keys to Success in Fundraising Today 297\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Five The Appeal Writer’s Toolbox\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Sample Multichannel Campaign Calendar 313\u003c\/p\u003e \u003cp\u003eB Twenty Great E-mail Subject Lines 317\u003c\/p\u003e \u003cp\u003eC Sixty Successful Outer-Envelope Teasers 319\u003c\/p\u003e \u003cp\u003eD Fifty-Four Strong Leads for Fundraising Appeals 329\u003c\/p\u003e \u003cp\u003eE Ninety Ways to Use the Word “You” in a Fundraising Appeal 331\u003c\/p\u003e \u003cp\u003eF Sixty-Three Ways to Handle Awkward Copywriting Transitions 335\u003c\/p\u003e \u003cp\u003eG Forty-One Powerful Ways to End a Fundraising Appeal 339\u003c\/p\u003e \u003cp\u003eH Fifty-Eight Ways to Start a P.S. in a Fundraising Appeal 341\u003c\/p\u003e \u003cp\u003eI Fifteen Ways How Not to Get Results 345\u003c\/p\u003e \u003cp\u003eIndex 353\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMal Warwick\u003c\/b\u003e, consultant, author, and public speaker, is the founder and chair of Mal Warwick | Donordigital. Warwick has written or edited many books including \u003ci\u003eFundraising When Money is Tight, Revolution in the Mailbox, The Five Strategies for Fundraising Success, \u003c\/i\u003eand\u003ci\u003e Fundraising on the Internet\u003c\/i\u003e. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com\/go\/warwick\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEric Overman\u003c\/b\u003e is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHow to Write Successful Fundraising Appeals\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNow 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’s guidelines, your direct mail and online fundraising campaigns will produce better results, year after year. \u003c\/p\u003e\u003cp\u003eWritten in an easy-to-read style, the book is filled with practical techniques, proven approaches, and illustrative examples of 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 navigate the fundraising appeal process with ease. To meet the demands of today’s socially connected donors, this new edition explains how to mesh today’s online technologies with direct mail to produce optimal fundraising results. You’ll learn how to use e-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. \u003c\/p\u003e\u003cp\u003eIf you’re a nonprofit professional eager to master the latest methods in fundraising, or simply need to write direct mail appeals for your organization, \u003ci\u003eHow to Write Successful Fundraising Appeals\u003c\/i\u003e will help you hone your skills and create appeals that will hit the mark every time.\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47989385986277,"sku":"NP9781118543665","price":47.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118543665.jpg?v=1761783908","url":"https:\/\/k12savings.com\/products\/how-to-write-successful-fundraising-appeals-isbn-9781118543665","provider":"K12savings","version":"1.0","type":"link"}