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Other titles in the Jossey-Bass Nonprofit and Public Management Series series:
How To Write Successful Fundraising Lettersby Mal Warwick
Synopses & Reviews
"This book is the definitive guide for those working in the development, public relations, or marketing offices of colleges, hospitals, museums, and other nonprofit institutions; for their directors and board members, and for all those who simply want to get better results from their fundraising appeals."—Paul Wellstone, United States Senator, Minnesota"And I though I knew something about direct mail letters! Now I do, thanks to Mal's step-by-step guidance. This book is a gem. Mal's remarkable collection of wisdom and practical advice in his 'Letter Writer's Toolbox' alone is worth the purchase price. It contains everything you will ever need to know, beginning with envelope teasers, winning lead sentences, how to use 'you' multiple times, writing challenges, ending a letter well, writing a great P.S., etc., even how not to get results."—James M. Greenfield, author, Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers"If you want to learn about basketball, turn to Michael Jordan. If you want the ins and outs of investing, look to Warren Buffett. And, if you want to dramatically enhance your fundraising letters, turn to Mal Warwick-the undisputed master in the field."—Jerry Ciancolo, editor, Contributions Magazine"Another homerun for Mal Warwick . . . he has taken a great book and made it even better. Mal goes beyond conventional fundraising writing into the psyche of donors and what makes them tick."—Max L. Hart, director of fundraising, Disabled American Veterans"Mal Warwick's engaging writing style, combined with useful sample letters and a wealth of practical tips and helpful hints, makes How to Write Successful Fundraising Letters a must-have reference for any development officer."—Patricia P. Jackson, vice president, education, Council for Advancement and Support of Education (CASE)"Mal Warwick has done it again. When the original first came out, it became my Bible. I discovered what direct mail was all about-Mal led me by the hand through every possible aspect of how to write successful letters. The book actually helped me in all my writing. Mal Warwick became my mentor and model. The revision, the new version, is even better."—Jerold Panas, author and consultantThe AuthorMal Warwick, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates, Inc., Share Group, Inc., donordigital.com LLC, and Response Management Technologies, Inc. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of ten books on the topic of fundraising, including The Five Strategies for Fundraising Success (Jossey-Bass, 2000).
Book News Annotation:
A guide to writing fund raising letters, covering donor motivations and perceptions, nuts and bolts techniques and rules, and writing for seven different fund raising purposes, including recruiting new members, acknowledging a gift, and seeking an annual gift. Includes a writer's toolbox of leads, teasers, and ways to begin and end a fund raising letter. This revised edition is reorganized and includes new examples. Warwick is a founder or cofounder of four companies that provide fund raising and marketing services to nonprofit clients.
Annotation c. Book News, Inc., Portland, OR (booknews.com)
In "How to Write Successful Fundraising Letters," Warwick's step-by-step model for writing a successful appeal walks you through the critical stages; his topics range from laying the groundwork for a prosperous campaign all the way through to the importance of thanking donors. Supported by an extensive collection of model letters, Warwick's no-nonsense, jargon-free work has helped thousands of fundraisers achieve results.
Write with confidence and reach your donors
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 ew chapters on E-mail solicitations, monthly and legacy giving and free downloads on josseybass.com.
Refreshed and Revised:
Your Guide to Writing Fundraising Letters That Will Get Results!
"This book helps us move from successful direct mail to the next mass appeal medium—the Internet. The final chapter is a must for all who are contemplating Internet appeals."
—Eugene R. Tempel, executive director, The Center on Philanthropy at Indiana University
"Once again Mal Warwick has shown why he is the 'guru of direct marketing.' Readersof the second edition of How to Write Successful Fundraising Letters will find themselves returning to its pages again andagain to enhance and reposition their own fundraising efforts."
—Judith E. Nichols, author, Pinpointing Affluence in the 21st Century, and senior vice president, Covenant House International
"Mal Warwick is a true fundraising guru and a source of indispensable knowledge. Fundraisers who omit reading the second edition of Mal's classic, How to Write Successful Fundraising Letters, do so at their own peril."
—Per Stenbeck, international fundraising director, UNICEF
"Mal has done it again! He's linked all the attributes of the Internet and e-mail to existing fundraising methods."
—James M. Greenfield, author and editor, The Nonprofit Handbook: Fundraising, Third Edition
"Mal Warwick has taken a great book, already a classic in the field, and made it even better. How to Write Successful Fundraising Letters is indispensable for any fundraiser who communicates with donors by mail or online. You'll keep it on your desk and refer to it again and again."
—Tan Chee Koon, executive director, National Volunteer and Philanthropy Center, Singapore
"Fundraisers who use the mail to raise money have long turned to Mal Warwick's classic, How to Write Successful Fundraising Letters. Now, those who are interested in using the web to increase donations and decrease costs should also read this new edition of Mal Warwick's book.The recommendations are practical, intuitive, and can be easily applied to help reach fundraising goals."
—Lauren Kass Harnishfeger, vice president, Individual and Institutional Giving, National Park Foundation
"Any organization will benefit from Warwick's vast experience, critical insights, and copious examples. I couldn't put the book down."—Simone P. Joyaux, ACFRE, Joyaux Associates
About the Author
MAL WARWICK, consultant, author, and public speaker, is the founder or cofounder of four affiliated companies: Mal Warwick & Associates, Inc.; Share Group, Inc.; donordigital.com LLC; and Response Management Technologies, Inc. These companies provide a wide range of fundraising and marketing services to nonprofit clients throughout North America. Warwick is the author or editor of ten books on the topic of fundraising, including The Five Strategies for Fundraising Success.
Table of Contents
Motivating Your Audience.
Why People Respond to Fundraising Letters.
How a Fundraising Letter Is Like a Personal Visit.
What Donors Really Think About Fundraising Letters.
Characteristics of an Effective Fundraising Letter.
A Leisurely Tour Through One Successful Appeal.
The Letter Writer's Plan of Action.
What to Do Before You Write Any Fundraising Letter.
Eight Steps Toward Successful Fundraising Letters.
The Cardinal Rules of Fundraising Letters.
You're Writing for Results-Not for a Pulitzer Prize.
Customizing Your Appeal.
Recruiting New Donors: Starting Intimate Conversations with Strangers.
Welcoming New Donors: Treating People Like Part of the Family.
Appealing for Special Gifts: Bringing Your Case Down to Earth.
Asking for Year-End Contributions: Making the Most of the Holiday Spirit.
Soliciting High-Dollar Gifts: Framing the Case for Major Contributions.
Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment.
Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time.
Thanking Your Donors: Friend-Raising Before Fundraising.
The Letter Writer's Toolbox.
Sixty Successful Outer Envelope Teasers.
Fifty-Four Strong Leads for Fundraising Letters.
Ninety Ways to Use the Word "You" in a Fundraising Letter.
Sixty-Three Ways to Handle Awkward Copywriting Transitions.
Forty-One Powerful Ways to End a Fundraising Letter.
Fifty-Eight Ways to Start a P.S. in a Fundraising Letter.
Fifteen Ways How Not to Get Results.
Ten Other Books to Help You Write Successful Fundraising Letters.
What Our Readers Are Saying