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Available5.0
32 reviews
ISBN 10: 0787999083
ISBN 13: 9780787999087
Author: Mal Warwick
You'll learn all the essential components of writing for success from this go-to book for writing for fundraising! Mal Warwick, the nation's premier letter-writing tutor and direct mail expert, shows you the essential tools for making your direct marketing program a success. He gives you both general advice about the most effective direct mail strategies and specific guidance. Learn his step-by-step model through all the critical stages -from laying the groundwork for a prosperous campaign through the importance of thanking donors. Includes new chapters on E-mail solicitations, monthly and legacy giving and free downloads on josseybass.com.
Refreshed and Revised:
Dưới đây là mục lục được đánh số lại theo định dạng đơn giản:
How This Book Is Organized
Acknowledgments
About the Author
Introduction: Why You Should Read This Book
About the Letters Reproduced in This Book
Why You Can Learn from the Case Studies
Chapter 2: People Send Money Because They Have Money Available
Chapter 3: People Send Money Because They're in the Habit
Chapter 4: People Send Money Because Gifts Will Accomplish Something
Chapter 5: People Send Money to Take a Stand
Chapter 6: People Send Money to Belong
Chapter 7: People Send Money to Learn
Chapter 8: People Send Money to Connect
Chapter 9: People Send Money Because They Are Afraid
Chapter 10: People Send Money Out of Duty
Chapter 11: People Send Money to Give Something Back
Chapter 12: How a Fundraising Letter Is Like a Personal Visit
Chapter 13: What Happens in a Personal Fundraising Visit?
Chapter 14: How People Decide Whether to Open Fundraising Letters
Chapter 15: Fundraising Letter as Face-to-Face Dialogue
Chapter 16: Answering Questions Before They’re Asked
Chapter 17: Four Waves of Rejection
Chapter 18: First Twenty Seconds of Public Life
Chapter 19: Ten People React to My Letter
Chapter 20: Why We Set Up a Focus Group
Chapter 21: Lessons from Ten People
Chapter 22: Characteristics of an Effective Fundraising Letter
Chapter 23: One Size Won’t Fit All
Chapter 24: San Francisco Conservatory Appeal
Chapter 25: What This Example Teaches
Chapter 26: A Letter That Doesn’t Work Well
Chapter 27: Building Relationship
Chapter 28: What to Do Before You Write
Chapter 29: Twenty Questions Before Writing
Chapter 30: How to Write a Marketing Concept
Chapter 31: Eight Steps Toward Success
Chapter 32: Determine Package Contents
Chapter 33: Write the Outer Envelope
Chapter 34: Write the Lead
Chapter 35: Use Subheads and Underlining
Chapter 36: Write the Text
Chapter 37: The Cardinal Rules
Chapter 38: Rating Your Writing
Chapter 39: Writing for Results
Chapter 40: Flesch’s Rules
Chapter 41: Writing for Results vs. Description
Chapter 42: When Does the Fun Start?
Chapter 43: Recruiting New Donors
Chapter 44: Donor Acquisition Letters
Chapter 45: Case Study – Western Pennsylvania Conservancy
Chapter 46: Welcoming New Donors
Chapter 47: Welcome Packages
Chapter 48: Case Study – Global Fund for Women
Chapter 49: Appealing for Special Gifts
Chapter 50: Special Appeals
Chapter 51: Case Study – Human Service Agency
Chapter 52: Year-End Appeals
Chapter 53: Case Study – Hebrew Women’s League
Chapter 54: Recruiting Monthly Sustainers
Chapter 55: Sustainer Invitations
Chapter 56: Case Study – People for the Environment
Chapter 57: Soliciting High-Dollar Gifts
Chapter 58: High-Dollar Appeals
Chapter 59: Case Study – Make-A-Wish Foundation
Chapter 60: Donor Upgrade Appeals
Chapter 61: Case Study – AIDS Project LA
Chapter 62: Renewal Letters
Chapter 63: Case Study – Corporate Accountability Intl.
Chapter 64: Thanking Your Donors
Chapter 65: Why Thank-Yous Matter
Chapter 66: How Top Mailers Say Thanks
Chapter 67: Case Study – Great Thank-You Letter
Chapter 68: Promoting Legacy Gifts
Chapter 69: Legacy Promotion Letters
Chapter 70: Case Study – Project Bread
Chapter 71: Writing Online Appeals
Chapter 72: Anatomy of an E-Mail Appeal
Chapter 73: Online vs. Paper Writing
Chapter 74: Cardinal Rules for E-Mail Appeals
Chapter 75: Creating an Effective E-Newsletter
Chapter 76: 18 Techniques to Involve Donors Online
Chapter 77: Future of Online Appeals
Chapter 78: Strong Teasers
Chapter 79: 30 Favorite Teasers
Chapter 80: 30 All-Time Favorite Teasers
Chapter 81: Hemming and Hawing
Chapter 82: Visual Devices
Chapter 83: Overwriting
Chapter 84: “Business English”
Chapter 85: Dangling Modifiers
Chapter 86: Overuse of Passive Voice
Chapter 87: Atrocious Spelling
Chapter 88: Books
Chapter 89: Online Resources
Chapter 90: A Final Word
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Tags: Mal Warwick, Successful, Fundraising
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