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How to Write Successful Fundraising Appeals
- Author / Creator
- Available as
- Online
- Physical
Details
Checking for availability...
- Format
- Books
- Language
- English
- Publication
-
- 3rd ed
- Newark : John Wiley & Sons, Incorporated, 2013
- ©2013
- Physical Details
-
- 1 online resource (378 pages)
- ISBNs
- 9781118543665, 9781118573259, 1118543661, 9781118573211, 9781118618080, 1118573218, 9781118615539, 1118618084
- OCLC
- ocn849724450, ocn821271478
- Intro -- Free Professional Content -- How to Write Successful Fundraising Appeals -- Copyright -- Contents -- Preface to the Third Edition -- About the Author -- Introduction: Why You Should Read This Book -- From Fundraising Letter to Fundraising Package -- Why You Can Learn from the Examples-Even Though Your Organization Is Different -- Part One: Motivating Your Audience -- 1: Why People Respond to Fundraising Appeals -- People Send Money Because You Ask Them to -- People Send Money Because They Have Money Available to Give Away -- People Send Money Because They're in the Habit of Sending Money -- People Send Money Because They Support Organizations Like Yours -- People Send Money Because Their Gifts Will Make a Difference -- People Send Money Because Gifts Will Accomplish Something Right Now -- People Send Money Because You Recognize Them for Their Gifts -- People Send Money Because You Give Them Something Tangible in Return -- People Send Money Because You Enable Them to "Do Something" about a Critical Problem, if Only to Protest or Take a Stand -- People Send Money Because You Give Them a Chance to Associate with a Famous or Worthy Person -- People Send Money Because You Allow Them to Get Back at the Corrupt or the Unjust -- People Send Money Because You Give Them the Opportunity to "Belong"-as a Member, Friend, or Supporter-and Thus You Help Them Fight Loneliness -- People Send Money Because You Enable Them to Offer Their Opinions -- People Send Money Because You Provide Them with Access to Inside Information -- People Send Money Because You Help Them Learn about a Complex and Interesting Problem or Issue -- People Send Money Because You Help Them Preserve Their Worldview by Validating Cherished Values and Beliefs
- People Send Money Because You Allow Them to Gain Personal Connections with Other Individuals Who Are Passionately Involved in Some Meaningful Dimension of Life -- People Send Money Because You Give Them the Chance to Release Emotional Tension Caused by a Life-threatening Situation, a Critical Emergency, or an Ethical Dilemma -- People Send Money Because They Are Afraid -- People Send Money Because You Allow Them to Relieve Their Guilt about an Ethical, Political, or Personal Transgression, Whether Real or Imagined -- People Send Money Because You Give Them Tax Benefits -- People Send Money Because They Feel It's Their Duty -- People Send Money Because They Believe It's a Blessing to Do so -- People Send Money Because They Want to "Give Something Back -- People Send Money Because You Offer Them a Choice of Specific Programs or Projects -- 2: How a Fundraising Appeal Is Like a Personal Visit -- What Happens in a Personal Fundraising Visit? -- How People Decide Whether to Open Fundraising Letters -- How a Fundraising Letter Is Like a Face-to-Face Dialogue -- Answering Your Reader's Questions Before They're Even Asked -- The Four Waves of Rejection -- Wave One -- Wave Two -- Wave Three -- Wave Four -- The Solution -- A Closer Look at the First Twenty Seconds in Your Letter's Public Life -- 3: What Donors Really Think about Fundraising Letters -- How Ten People Reacted to My Pride and Joy -- Why Did We Set Up That Exasperating Focus Group, Anyway? -- What Those Ten People Taught Me (All Over Again) -- 4: Characteristics of an Effective Fundraising Appeal -- Fundraising Campaigns: One Size Won't Fit All -- 5: A Leisurely Tour through One Successful Appeal -- The San Francisco Conservatory of Music Appeal -- The Outer Envelope -- The Letter -- Lift Letter -- The Reply Device -- Reply Envelope -- What You Can-and Can't-Learn from This Example
- A Shorter Journey through a Letter That Doesn't Work Well -- Part Two: Your Plan of Action -- 6: What to Do Before You Write Any Fundraising Appeal -- The Twenty Important Questions You Need to Ask Before You Begin Writing -- First, Think about Why You're Writing This Particular Appeal -- Now, Think about the People You're Writing To -- Now, Think about What You'll Ask People to Do -- Now, Think about the Circumstances in Which You're Writing This Appeal -- Think about the Person Who Will Sign the Appeal -- Consider What Benefits People Will Get If They Respond to Your Appeal -- Now, Why Do the Readers of Your Appeal Need to Respond Right Now? -- How to Write a Marketing Concept -- 7: Eight Steps toward Successful Fundraising Appeals -- Step 1: Develop the Marketing Concept -- Step 2: Determine the Contents of Package -- Step 3: Draft the Reply Device -- Step 4: Write the Outer-Envelope and E-mail Subject Lines -- Step 5: Write the Lead -- Step 6: Write the P.S. -- Step 7: Consider Subheads and Underlining -- Step 8: Write the Text (at Last!) -- 8: The Cardinal Rules of Fundraising Letters -- The Cardinal Rules -- Rule 1: Use "I" and "You" (But Mostly "You") -- Rule 2: Appeal on the Basis of Benefits, Not Needs -- Rule 3: Ask for Money, Not for "Support -- Rule 4: Write a Package, Not a Letter -- Rule 5: Write in Simple, Straightforward English -- Rule 6: Format Your Letter for Easy Reading -- Rule 7: Give Your Readers a Reason to Send Money NOW -- Rule 8: Write as Long a Letter as You Need to Make the Case for Your Offer -- Three More Things to Keep in Mind -- Rating Your Writing -- 9: You're Writing for Results-Not for a Pulitzer Prize -- Rudolf Flesch's Rules of Effective Writing -- How Writing for Results Is Different from Writing to Describe or Report -- When Does the Fun Start? -- Part Three: Customizing Your Appeal
- 10: Recruiting New Donors: Starting Intimate Conversations with Strangers -- How Donor Acquisition Letters Differ from Other Fundraising Appeals -- 11: Recruiting New Supporters: Beginning the Cultivation Process Online -- Driving Pledge Activity -- Using the Web and E-mail -- 12: Welcoming New Donors: Treating People Like Part of the Family -- Case Study: Global Fund for Women -- How New Donor Welcome Packages Are Different from Other Fundraising Appeals -- Six Reasons You Should Send an E-mail Welcome Series and Direct Mail Welcome Packages -- 13: Appealing for Special Gifts: Bringing Your Case Down to Earth -- How Special Appeals Are Different from Other Fundraising Appeals -- 14: Asking for Year-End Contributions: Making the Most of the Holiday Spirit -- How Year-End Appeals Are Different from Other Fundraising Appeals -- 15: Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact -- How Sustainer Invitations Are Different from Other Fundraising Appeals -- 16: Soliciting High-Dollar Gifts: Framing the Case for Major Contributions -- How High-Dollar Appeals Are Different from Other Fundraising Letters -- 17: Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment -- How Donor Upgrade Appeals Are Different from Other Fundraising Appeals -- Case Study: AIDS Project Los Angeles Upgrade Appeal -- 18: Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time -- How Renewal Letters Are Different from Other Fundraising Appeals -- Case Study: Corporate Accountability International's Annual Membership Renewal Series -- 19: Thanking Your Donors: Friend-Raising before Fundraising -- How Thank-You Letters Are Different from Other Fundraising Letters -- Why You Need to Write Thank-Yous -- How Some of the Country's Top Fundraising Mailers Thank Their Donors -- Case Study: An Example of a Great Thank-You Letter
- 20: Promoting Legacy Gifts: Seeking the Ultimate Commitment -- How Legacy Promotion Letters Are Different from Other Fundraising Appeals -- Case Study: Project Bread Bequest Promotion -- Part Four: Reinforcing Your Appeal -- 21: Rounding Out Your Appeal with Online Media and More -- How a Multichannel Fundraising Program Is Like a Turkey Sandwich with All the Trimmings -- What You Can (and Can't) Expect from Online Fundraising -- Channel by Channel, the Nuts and Bolts of Multichannel Fundraising -- Direct Mail -- E-mail -- Your Website -- Outbound Telemarketing -- Social Media -- Online Advertising -- Mobile Messaging -- Whoa, My Head Is Starting to Hurt! -- 22: Writing Online Appeals -- Anatomy of an E-mail Appeal -- How Writing E-mails Is Different from Putting Words on Paper -- The Cardinal Rules of Writing E-mail Appeals -- Creating an Effective E-Newsletter -- Prepare Your Website for Multichannel Engagement -- Home Page -- Landing Page -- Driving Dialogue with Social Media -- The New Frontier of Mobile Marketing -- Text to Give -- Mobile Cultivation -- Even More Techniques to Involve Your Donors Online -- Which Comes First-the Chicken or the Egg? -- The Immediate Future of Online Appeals -- 23: The New Keys to Success in Fundraising Today -- Today's Route to Riches? -- Myth #1: "Online fundraising will make direct mail obsolete. -- Myth #2: "Younger people will all go online to give. -- Myth #3: "Social networking is the key to success in fundraising. -- Where's the Yellow Brick Road? -- Principle #1: Choice -- Principle #2: Information -- Principle #3: Engagement -- Principle #4: Commitment -- The Four Dimensions of Donor Choice -- The Four Varieties of Information -- The Four Routes to Donor Engagement -- The Four Levels of Donor Commitment -- Part Five: The Appeal Writer's Toolbox -- A: Sample Multichannel Campaign Calendar
- B: Twenty Great E-mail Subject Lines