How to Write Successful Fundraising Appeals 3e

<p>Preface to the Third Edition&nbsp; ix</p>
<p>About the Author&nbsp; xv</p>
<p>Introduction: Why You Should Read This Book&nbsp;&nbsp;&nbsp;&nbsp; 1</p>
<p>PART I Motivating Your Audience</p>
<p>1 Why People Respond to Fundraising Appeals</p>
<p>2 How a Fundraising Appeal Is Like a Personal Visit</p>
<p>3 What Donors Really Think About Fundraising Letters</p>
<p>4 Characteristics of an Effective Fundraising Appeal</p>
<p>5 A Leisurely Tour Through One Successful Appeal</p>
<p>PART II Your Plan of Action</p>
<p>6 What to Do Before You Write Any Fundraising Appeal</p>
<p>7 Eight Steps Toward Successful Fundraising Appeals</p>
<p>8 The Cardinal Rules of Fundraising Letters</p>
<p>9 You re Writing for Results Not for a Pulitzer Prize</p>
<p>PART III Customizing Your Appeal</p>
<p>10 Recruiting New Donors: Starting Intimate</p>
<p>Conversations with Strangers</p>
<p>11 Recruiting New Supporters: Beginning the Cultivation Process Online</p>
<p>12 Welcoming New Donors: Treating People Like Part of the Family</p>
<p>13 Appealing for Special Gifts: Bringing Your Case Down to Earth</p>
<p>14 Asking for Year–End Contributions: Making the Most of the Holiday Spirit</p>
<p>15 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact</p>
<p>16 Soliciting High–Dollar Gifts: Framing the Case for Major Contributions</p>
<p>17 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment</p>
<p>18 Seeking Annual Gifts: Building Long–Term Loyalty, One Year at a Time</p>
<p>19 Thanking Your Donors: Friend–Raising Before Fundraising</p>
<p>20 Promoting Legacy Gifts: Seeking the Ultimate Commitment</p>
<p>PART IV Reinforcing Your Appeal</p>
<p>21 Rounding Out Your Appeal with Online Media and More</p>
<p>22 Writing Online Appeals</p>
<p>23 The New Keys to Success in Fundraising Today</p>
<p>PART V The Appeal Writer s Toolbox</p>
<p>A Sample Multichannel Campaign Calendar</p>
<p>B Twenty Great Email Subject Lines</p>
<p>C Sixty Successful Outer Envelope Teasers</p>
<p>D Fifty–Four Strong Leads for Fundraising Appeals</p>
<p>E Ninety Ways to Use the Word You in a Fundraising Appeal</p>
<p>F Sixty–Three Ways to Handle Awkward Copywriting Transitions</p>
<p>G Forty–One Powerful Ways to End a Fundraising Appeal</p>
<p>H Fifty–Eight Ways to Start a P.S. in a Fundraising Appeal</p>
<p>I Fifteen Ways How Not to Get Results</p>
<p>Index</p>