For busy fundraisers, writing letters of appeal can be confusing and laborious. Now, a guide from the nation's premier letter-writing tutor--direct mail expert Mal Warwick--shows fundraisers what makes the best letters work. Whether its general advice about the most effective mail strategies, or specific advice for those interested in the details of a direct mail campaign, Warwick keeps fundraisers on track when he reminds: "You're writing for results--not a Pulitzer Prize."

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.

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.