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How to write successful fundraising appeals

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Average Rating
San Francisco : Jossey-Bass, A Wiley Brand, [2013].
Physical Desc:
xiii, 360 pages ; 28 cm.
1 copy, 1 person is on the wait list.
658.15224 W311h2 2013

How to Write Successful Fundraising Appeals

Now 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.

Written 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.

If you're a nonprofit professional eager to master the latest methods in fundraising, or simply need to write direct mail appeals for your organization, How to Write Successful Fundraising Appeals will help you hone your skills and create appeals that will hit the mark every time.

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658.15224 W311h2 2013
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More Details
Third edition.
9781118543665, 1118543661


General Note
Revised edition of the author's How to write successful fundraising letters, 2nd ed.
General Note
Includes index.
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APA Citation (style guide)

Warwick, M., & Overman, E. (2013). How to write successful fundraising appeals. Third edition. San Francisco, Jossey-Bass, A Wiley Brand.

Chicago / Turabian - Author Date Citation (style guide)

Warwick, Mal and Eric. Overman. 2013. How to Write Successful Fundraising Appeals. San Francisco, Jossey-Bass, A Wiley Brand.

Chicago / Turabian - Humanities Citation (style guide)

Warwick, Mal and Eric. Overman, How to Write Successful Fundraising Appeals. San Francisco, Jossey-Bass, A Wiley Brand, 2013.

MLA Citation (style guide)

Warwick, Mal. and Eric Overman. How to Write Successful Fundraising Appeals. Third edition. San Francisco, Jossey-Bass, A Wiley Brand, 2013.

Note! Citation formats are based on standards as of July 2022. Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
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Record Information

Last Sierra Extract TimeMay 27, 2023 09:10:33 AM
Last File Modification TimeMay 27, 2023 09:11:20 AM
Last Grouped Work Modification TimeMay 27, 2023 09:10:42 AM

MARC Record

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24510|a How to write successful fundraising appeals /|c Mal Warwick with Eric Overman.
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4900 |a The Jossey-Bass nonprofit guidebook series
500 |a Revised edition of the author's How to write successful fundraising letters, 2nd ed.
500 |a Includes index.
5050 |a Motivating your audience. Why people respond to fundraising appeals ; How a fundraising appeal is like a personal visit ; What donors really think about fundraising letters ; Characteristics of an effective fundraising appeal ; A leisurely tour through one successful appeal -- Your plan of action. What to do before you write any fundraising appeal ; Eight steps toward successful fundraising appeals ; 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 ; Recruiting new supporters : beginning the cultivation process online ; 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 ; Recruiting monthly sustainers : offering small donors a chance for greater impact ; 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 ; Promoting legacy gifts : seeking the ultimate commitment -- Reinforcing your appeal. Rounding out your appeal with online media and more ; Writing online appeals ; The new keys to success in fundraising today -- The appear writer's toolbox. Sample multichannel campaign calendar ; Twenty great e-mail subject lines ; Sixty successful outer-envelope teasers ; Fifty-four strong leads for fundraising appeals ; Ninety ways to use the work "you" in a fundraising appeal ; Sixty-three ways to handle awkward copywriting transitions ; Forty-one powerful ways to end a fundraising appeal ; Fifty-eight ways to start a P.S. in a fundraising appeal ; Fifteen ways how not to get results.
650 0|a Direct-mail fund raising.
650 0|a Nonprofit organizations|x Finance.
7001 |a Overman, Eric.
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