The Complete Guide to Writing Successful Fundraising Letters for Your Nonprofit Organization

Front Cover
Atlantic Publishing Company, 2008 - Business & Economics - 288 pages

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 sales@atlantic-pub.com

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.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

WRITE YOUR LETTER STEP BY STEP
117
THE OUTER ENVELOPE
119
REPLY DEVICE AND REPLY ENVELOPE
122
THE LETTER STEP BY STEP
123
THE TEXT
136
HOW TO WRITE
142
HOW TO FORMAT
153
THE REPLY DEVICE STEP BY STEP
156

COMPONENTS OF THE STRATEGIC FUNDRAISING PLAN
35
PERFORM AN EXTERNAL ANALYSIS
36
REVIEW INFORMATION
37
SET A FUNDRAISING GOAL
39
DEVELOP YOUR STRATEGY
40
CREATE YOUR FINAL PLAN
41
JETTISON THE CHARITY MENTALITY
43
Your Donors
45
YOUR TARGET DONOR
48
WHAT YOUR DONOR GAINS
50
WHAT MAKES YOUR DONOR PICK UP HIS OR HER PEN?
51
CULTIVATING RELATIONSHIPS OR KEEPING YOUR DONORS DONATING
55
The Dreaded M Word Marketing and the Marketing Concept
57
INBOUND MARKETING
59
OUTBOUND MARKETING
60
COMPETITIVE ANALYSIS
63
POSITIONING
64
ADVERTISING AND PUBLICITY
66
THE MARKETING
67
Getting Started What You Need to Do Before Writing
73
WHERE TO LOOK FOR IDEAS
74
WHY ARE YOU WRITING THIS LETTER AND WHY NOW?
75
WHO ARE YOU WRITING TO?
76
WHY ARE YOU APPEALING TO THEM NOW?
79
WHO IS GOING TO SIGN THE APPEAL LETTER?
80
Key Elements of the Successful Fundraising Package
83
CHARACTERISTICS OF A SUCCESSFUL LETTER
88
QUALITIES OF SUCCESSFUL LETTERS
90
THE ENVELOPE
93
THE LETTER
96
THE REPLY DEVICE
97
BUCKSLIP
98
PREMIUMS OR BACKEND PREMIUMS
100
LIFT LETTER OR LIFTNOTE
102
BROCHURE
103
Content of Fundraising Letters
107
OPTIONAL ENCLOSURES
161
Types of Fundraising Letters
173
THINGS TO INCLUDE IN THE WELCOME LETTER
185
SPECIAL EVENT LETTER
188
SPECIAL APPEALS LETTER
193
MAJOR DONOR APPEAL LETTER
196
RENEWAL LETTERS
199
LAPSED DONOR
206
PREVENT LAPSED DONORS
210
WHEN TO GIVE UP ON A DONOR
212
SURVEY LETTER
213
FRONTEND PREMIUM
216
BACKEND PREMIUM LETTER
218
NEWSLETTERS
221
USING EMAIL
222
DEALING WITH THE MAILING LIST
228
Writing Tips
233
THE WRITING PROCESS
235
BRAINSTORMING
236
FIRST DRAFT
237
SECOND DRAFT
238
SEND OUT FOR EDITS
239
SEND OUT FOR PROOFING
240
BLOCKBUSTERS
241
HELPFUL HINTS FROM THE WORLD OF COPYWRITING
243
HINTS FROM THE WORLD OF LITERATURE
246
VOICE
249
WRITING EXERCISES
252
OTHER WRITING EXERCISES
257
OTHER WRITING TIPS AND TOOLS
260
Conclusion
267
Bibliography
269
Glossary
275
Index
285
Copyright

Common terms and phrases

About the author (2008)

A long-time free-lancer for magazines and newspapers, Charlotte Rains Dixon has recently concentrated on writing copy for businesses and Web sites. She is also a prolific ghostwriter. Visit her Web site at www. wordstrumpet.com.

Bibliographic information