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At its heart this classic book is about how the process of fundraising is a process of one-to-one relationship building. The book helps nonprofit staff responsible for writing fundraising appeals, write them well and drastically increase the odds that every appeal, regardless of type, intended audience or medium, produces the desired result. In addition to Mal's accessible, conversational style, one of the book's primary strengths is its numerous examples, techniques and approaches based on his three decades of experience. These tools guide readers step-by-step, appeal by appeal, through a process that for many can be painstaking. Every chapter will be updated to reflect current knowledge about direct response communication and many of the examples will be replaced with new ones. The new chapter on social media will help readers understand where the technology "fits" into the organization's overall fundraising strategy and how to evaluate and use the available tools (e.g. Twitter, FB, mobile) effectively. Through the use of current data, and new examples, the chapter will also clarify the differences between writing traditional direct response appeals and writing for social media and how, in either case, to write effectively. The chapter on Writing Online Appeals will be updated in line with current research (e.g. online vs offline behavior, online giving stats, demographics, best practices for integration with traditional approaches) and will feature new examples of successful and unsuccessful online appeals. Emergent fundraising technologies (Blackbaud, NW For Good, Razoo, etc.) will also be covered. A new, stand-alone, online Writer's Toolkit features full-color samples of the types of fundraising packages discussed in Chapters 10-19 in addition to full color versions of some of the b&w examples in the book, the online examples in Chapter 20, and additional samples of eNewsletters and online appeals.
Mal Warwick, consultant, author, and public speaker, is the founder and chair of Mal Warwick | Donordigital. Warwick has written or edited many books including Fundraising When Money is Tight, Revolution in the Mailbox, The Five Strategies for Fundraising Success, and Fundraising on the Internet. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick
Eric Overman is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.
Table of Contents
Preface to the Third Edition ix
About the Author xv
Introduction: Why You Should Read This Book 1
PART I Motivating Your Audience
1 Why People Respond to Fundraising Appeals
2 How a Fundraising Appeal Is Like a Personal Visit
3 What Donors Really Think About Fundraising Letters
4 Characteristics of an Effective Fundraising Appeal
5 A Leisurely Tour Through One Successful Appeal
PART II Your Plan of Action
6 What to Do Before You Write Any Fundraising Appeal