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How to Write Successful Fundraising Letters
Books: Text Books: Marketing: Item 8
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How to Write Successful Fundraising Lettersby Mal Warwick
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54 of 56 people found the following review helpful: My top recommendation for fundraisers, July 6, 2000 Reviewer:Thomas Ahern (Foster, RI USA) - In my seminar on nonprofit communications I strongly recommend several titles, chosen from the dozens on my shelves. Mal Warwick's How to Write Successful Fundraising Letters tops the list. It is pretty much a model, I think, for good how-to books: it is well organized, comprehensive (in ways you'd never anticipate), filled with case studies and annotated examples, brief, to the point, practical, and extraordinarily reader-friendly. I wrote fund-raising letters before I read Mal's book; some letters worked, some didn't. After I read his book, I never wrote an unprofitable letter again. You will not regret buying this book: it removes the veils from so many mysteries of successful direct mail fundraising.
From Library Journal
According to this practical handbook, a "fundraising letter is like a personal visit." Writing from extensive experience in guiding companies and organizations through fund-raising efforts, Warwick offers detailed advice and analysis along with copious examples and instructive case studies. Warwick, who is both personal and hard-hitting, suggesting a cross between a preacher and a salesman, views fund-raising by mail as a three-stage process. "First, donors are acquired.Then, they are converted into repeat donorsfinally donors may be upgraded into higher levels of generosity and commitment." The well-organized instructions include the planning of whole campaigns, the phrasing of appeals, composition and punctuation, information packets, and follow-up. In a time when fund-raising is perquisite to nearly all professions and organizations, library managers of all types as well as library users should find this both fascinating and worthwhile.
Margaret Bush, Simmons Coll., Boston
Copyright 1994 Reed business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
From Booklist
Warwick sets the tone for this book, which may prove as valuable for library administrators as for patrons, with the advice contained in the first chapter's title: "You're Writing for Results--Not a Pulitzer Prize." How to get results is the theme here, and the advice offered ranges from the broad ("How a fundraising letter is like a personal visit") to the specific ("What to put on the outer envelope"; the injunction "Use `I' and `you'"). Warwick also examines focus groups' responses to a fund-raising letter and, step-by-step, a successful fund-raising appeal. Attention to detail (e.g., in a whole chapter on laying the groundwork before composing a fund-raising letter and another on thank-yous to donors) distinguishes the book, especially for nonprofessional fund-raisers. An excellent tool for an endeavor in which many people become involved only occasionally, good enough to consult in itself or to use as a guide in hiring a professional. Mike Tribby --This text refers to an out of print or unavailable edition of this title.
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