The Complete Guide to Writing Successful Fundraising Letters for Your Nonprofit Organization
With more than 1.4 million nonprofit organizations in operation in the United States and an estimated 100 million fundraising letters mailed out each year, you may find yourself wondering how you can separate yourself from the hordes of nonprofits clamoring for donations. If you employ the techniques provided in The Complete Guide to Writing Successful Fundraising Letters for Nonprofit Organizations, you will ensure that your letter stands out and achieves its goal.
In this new, exhaustively researched book, you will learn everything you need to know about formatting a letter, using the word you, structuring a letter, emotional triggers, what works, what does not work, asking for year-end contributions, asking for the right amount, and common pitfalls to avoid. You will learn about follow-up letters, thank you letters, front-end premium letters, back-end premium letters, survey letters, special event letters, petition and protest letters, special appeal letters, renewal series letters, major donor letters, sustainer letters, and lapsed donor letters, as well as letters for recruiting new donors. Additionally, you will learn how to generate the best response, how to phrase your appeals, how to address your letter, how to write strong leads, how to open and close your letters, how to structure your letter, how to use compelling stories to your advantage, how to be personal, how to write with a sense of urgency, and hundreds of other writing tips.
The Complete Guide to Writing Successful Fundraising Letters for Nonprofit Organizations provides you with a wealth of sample letters, examples, writing exercises, and forms all of which are included on the companion CD-ROM as well as detailed advice and instructive case studies.
By reading this book, you will come to understand your donor and his attitudes. You will ultimately create a successful fundraising campaign and achieve your organization s goals. Whether you are a nonprofit focused on the arts, charities, wildlife protection, religion, health, science, literature, or any other field, you will find valuable information in this book. The companion CD-ROM is included with the print version of this book; however is not available for download with the electronic version. It may be obtained separately by contacting Atlantic Publishing Group at firstname.lastname@example.org
Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president's garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.
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WRITE YOUR LETTER STEP BY STEP
THE OUTER ENVELOPE
REPLY DEVICE AND REPLY ENVELOPE
THE LETTER STEP BY STEP
HOW TO WRITE
HOW TO FORMAT
THE REPLY DEVICE STEP BY STEP
YOUR TARGET DONOR
WHAT YOUR DONOR GAINS
WHAT MAKES YOUR DONOR PICK UP HIS OR HER PEN?
CULTIVATING RELATIONSHIPS OR KEEPING YOUR DONORS DONATING
The Dreaded M Word Marketing and the Marketing Concept
ADVERTISING AND PUBLICITY
Getting Started What You Need to Do Before Writing
WHERE TO LOOK FOR IDEAS
WHY ARE YOU WRITING THIS LETTER AND WHY NOW?
WHO ARE YOU WRITING TO?
WHY ARE YOU APPEALING TO THEM NOW?
WHO IS GOING TO SIGN THE APPEAL LETTER?
Key Elements of the Successful Fundraising Package
CHARACTERISTICS OF A SUCCESSFUL LETTER
QUALITIES OF SUCCESSFUL LETTERS
THE REPLY DEVICE
PREMIUMS OR BACKEND PREMIUMS
LIFT LETTER OR LIFTNOTE
Content of Fundraising Letters
Types of Fundraising Letters
THINGS TO INCLUDE IN THE WELCOME LETTER
SPECIAL EVENT LETTER
SPECIAL APPEALS LETTER
MAJOR DONOR APPEAL LETTER
PREVENT LAPSED DONORS
WHEN TO GIVE UP ON A DONOR
BACKEND PREMIUM LETTER
DEALING WITH THE MAILING LIST
THE WRITING PROCESS
SEND OUT FOR EDITS
SEND OUT FOR PROOFING
HELPFUL HINTS FROM THE WORLD OF COPYWRITING
HINTS FROM THE WORLD OF LITERATURE
OTHER WRITING EXERCISES
OTHER WRITING TIPS AND TOOLS