LEADER 05136nam 2200601Ia 450 001 9910786978703321 005 20230803030152.0 010 $a1-118-57321-8 010 $a1-118-61808-4 035 $a(CKB)2670000000360085 035 $a(EBL)1204916 035 $a(OCoLC)849724450 035 $a(DLC) 2012050259 035 $a(MiAaPQ)EBC1204916 035 $a(Au-PeEL)EBL1204916 035 $a(CaPaEBR)ebr10716628 035 $a(CaONFJC)MIL494659 035 $a(EXLCZ)992670000000360085 100 $a20121213d2013 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aHow to write successful fundraising appeals$b[electronic resource] /$fMal Warwick with Eric Overman 205 $a3rd ed. 210 $aSan Francisco, CA $cJossey-Bass$dc2013 215 $a1 online resource (384 p.) 225 0 $aThe Jossey-Bass nonprofit guidebook series 300 $aIncludes index. 311 $a1-118-54366-1 327 $aFree Professional Content; How to Write Successful Fundraising Appeals; Copyright; Contents; Preface to the Third Edition; About the Author; Introduction: Why You Should Read This Book; From Fundraising Letter to Fundraising Package; Why You Can Learn from the Examples-Even Though Your Organization Is Different; Part One: Motivating Your Audience; 1: Why People Respond to Fundraising Appeals; People Send Money Because You Ask Them to; People Send Money Because They Have Money Available to Give Away; People Send Money Because They're in the Habit of Sending Money 327 $aPeople Send Money Because They Support Organizations Like Yours People Send Money Because Their Gifts Will Make a Difference; People Send Money Because Gifts Will Accomplish Something Right Now; People Send Money Because You Recognize Them for Their Gifts; People Send Money Because You Give Them Something Tangible in Return; People Send Money Because You Enable Them to ""Do Something"" about a Critical Problem, if Only to Protest or Take a Stand; People Send Money Because You Give Them a Chance to Associate with a Famous or Worthy Person 327 $aPeople Send Money Because You Allow Them to Get Back at the Corrupt or the Unjust People Send Money Because You Give Them the Opportunity to ""Belong""-as a Member, Friend, or Supporter-and Thus You Help Them Fight Loneliness; People Send Money Because You Enable Them to Offer Their Opinions; People Send Money Because You Provide Them with Access to Inside Information; People Send Money Because You Help Them Learn about a Complex and Interesting Problem or Issue; People Send Money Because You Help Them Preserve Their Worldview by Validating Cherished Values and Beliefs 327 $aPeople Send Money Because You Allow Them to Gain Personal Connections with Other Individuals Who Are Passionately Involved in Some Meaningful Dimension of Life People Send Money Because You Give Them the Chance to Release Emotional Tension Caused by a Life-threatening Situation, a Critical Emergency, or an Ethical Dilemma; People Send Money Because They Are Afraid; People Send Money Because You Allow Them to Relieve Their Guilt about an Ethical, Political, or Personal Transgression, Whether Real or Imagined; People Send Money Because You Give Them Tax Benefits 327 $aPeople Send Money Because They Feel It's Their Duty People Send Money Because They Believe It's a Blessing to Do so; People Send Money Because They Want to ""Give Something Back""; People Send Money Because You Offer Them a Choice of Specific Programs or Projects; 2: How a Fundraising Appeal Is Like a Personal Visit; What Happens in a Personal Fundraising Visit?; How People Decide Whether to Open Fundraising Letters; How a Fundraising Letter Is Like a Face-to-Face Dialogue; Answering Your Reader's Questions Before They're Even Asked; The Four Waves of Rejection; Wave One; Wave Two; Wave Three 327 $aWave Four 330 $aIncludes Sample Letters, Real World Examples, Style Tips, New Chapters on E-mail, Websites, Social Media, and More... Now in a completely revised third edition, this classic book shows how to create winning appeals that will realize the full potential of direct mail and online fundraising. Written by fundraising guru Mal Warwick, with assistance from Eric Overman, this comprehensive resource gives nonprofit fundraising staff the information needed to write compelling fundraising appeals for any medium. If you follow Warwick's guidelines, your direct mail and online fundraising campaig 410 4$aThe Jossey-Bass Nonprofit Guidebook Series 606 $aDirect-mail fund raising 606 $aNonprofit organizations$xFinance 615 0$aDirect-mail fund raising. 615 0$aNonprofit organizations$xFinance. 676 $a658.15/224 700 $aWarwick$b Mal$01554648 701 $aOverman$b Eric$01554649 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910786978703321 996 $aHow to write successful fundraising appeals$93815978 997 $aUNINA