Synopses & Reviews
Your Guide to Writing Fundraising Letters That Will Get Results!
"This book helps us move from successful direct mail to the next mass appeal mediumthe 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
Synopsis
A guide from the nation's premier letter-writing tutor and direct mail expert
In this revised and expanded edition of his bestselling book, Mal Warwick provides fundraisers with even more essential tools for making their direct marketing program a success. He provides both general advice about the most effective direct mail strategies and specific guidance for readers interested in the details of a direct mail campaign. Warwick's step-by-step model for writing a successful appeal walks readers through all the critical stages--from laying the groundwork for a prosperous campaign through the importance of thanking donors.
Mal Warwick (Berkeley, CA) has distinguished himself in the nonprofit sector as one of the world's leading authors, consultants, and public speakers on fundraising and direct marketing. He is the founder and Chairman of Mal Warwick & Associates, Inc.
Synopsis
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:
- Gain insight into current trends in the field with updated cases, samples, and examples
- Access more content for small to medium NPOs with limited budgets and resources
- Learn the latest technology with new sections on typography and lay out
About the Author
Mal Warwick, consultant, author, and public speaker, is the founder of Mal Warwick Associates and three related companies that provide a wide range of fundraising and marketing services to nonprofitclients throughout North America. Warwick has written or edited 18 books including Revolution in the Mailbox, The Five Strategiesfor Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world and chairs the Global Resource Alliance, which promotes civil society worldwide. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.
Table of Contents
Preface to the Second Edition.
About the Author.
Introduction: Why You Should Read This Book.
PART 1: MOTIVATING YOUR AUDIENCE.
1. Why People Respond to Fundraising Letters.
2. How a Fundraising Letter Is Like a Personal Visit.
3. What Donors Really Think About Fundraising Letters.
4. Characteristics of an Effective Fundraising Letter.
5. A Leisurely Tour Through One Successful Appeal.
PART 2: THE LETTER WRITER’S PLAN OF ACTION.
6. What to Do Before You Write Any Fundraising Letter.
7. Eight Steps Toward Successful Fundraising Letters.
8. The Cardinal Rules of Fundraising Letters.
9. You’re Writing for Results-Not for a Pulitzer Prize.
PART 3: CUSTOMIZING YOUR APPEAL.
10. Recruiting New Donors: Starting Intimate Conversations with Strangers.
11. Welcoming New Donors: Treating People Like Part of the Family.
12. Appealing for Special Gifts: Bringing Your Case Down to Earth.
13. Asking for Year-End Contributions: Making the Most of the Holiday Spirit.
14. Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact.
15. Soliciting High-Dollar Gifts: Framing the Case for Major Contributions.
16. Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment.
17. Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time.
18. Thanking Your Donors: Friend-Raising Before Fundraising.
19. Promoting Legacy Gifts: Seeking the Ultimate Commitment.
PART 4: USING E-MAIL AND THE INTERNET.
20. Writing Online Appeals: Harnessing the Power of the Internet.
PART 5: THE LETTER WRITER’S TOOLBOX.
A. Sixty Successful Outer-Envelope Teasers.
B. Fifty-Four Strong Leads for Fundraising Letters.
C. Ninety Ways to Use the Word "You" in a Fundraising Letter.
D. Sixty-Three Ways to Handle Awkward Copywriting Transitions.
E. Forty-One Powerful Ways to End a Fundraising Letter.
F. Fifty-Eight Ways to Start a P.S. in a Fundraising Letter.
G. Fifteen Ways How Not to Get Results.
H. Books and Other Resources to Help You Write Successful Fundraising Letters.
Index.
How to Use the CD-ROM.