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/warwickEric Overman is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.

• Preface to the Third Edition ixAbout the Author xiiiIntroduction: Why You Should Read This Book 1Part One Motivating Your Audience1 Why People Respond to Fundraising Appeals 92 How a Fundraising Appeal Is Like a Personal Visit 213 What Donors Really Think about Fundraising Letters 354 Characteristics of an Effective Fundraising Appeal 415 A Leisurely Tour through One Successful Appeal 47Part Two Your Plan of Action6 What to Do Before You Write Any Fundraising Appeal 717 Eight Steps toward Successful Fundraising Appeals 858 The Cardinal Rules of Fundraising Letters 959 You’re Writing for Results—Not for a Pulitzer Prize 115Part Three Customizing Your Appeal 10 Recruiting New Donors: Starting Intimate Conversations with Strangers 12711 Recruiting New Supporters: Beginning the Cultivation Process Online 13312 Welcoming New Donors: Treating People Like Part of the Family 14113 Appealing for Special Gifts: Bringing Your Case Down to Earth 15514 Asking for Year-End Contributions: Making the Most of the Holiday Spirit 16715 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact 18516 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions 19117 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment 20318 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time 21319 Thanking Your Donors: Friend-Raising before Fundraising 21920 Promoting Legacy Gifts: Seeking the Ultimate Commitment 233Part Four Reinforcing Your Appeal21 Rounding Out Your Appeal with Online Media and More 24522 Writing Online Appeals 26123 The New Keys to Success in Fundraising Today 297Part Five The Appeal Writer’s ToolboxA Sample Multichannel Campaign Calendar 313B Twenty Great E-mail Subject Lines 317C Sixty Successful Outer-Envelope Teasers 319D Fifty-Four Strong Leads for Fundraising Appeals 329E Ninety Ways to Use the Word “You” in a Fundraising Appeal 331F Sixty-Three Ways to Handle Awkward Copywriting Transitions 335G Forty-One Powerful Ways to End a Fundraising Appeal 339H Fifty-Eight Ways to Start a P.S. in a Fundraising Appeal 341I Fifteen Ways How Not to Get Results 345Index 353

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/warwickEric Overman is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.

• Preface to the Third Edition ixAbout the Author xiiiIntroduction: Why You Should Read This Book 1Part One Motivating Your Audience1 Why People Respond to Fundraising Appeals 92 How a Fundraising Appeal Is Like a Personal Visit 213 What Donors Really Think about Fundraising Letters 354 Characteristics of an Effective Fundraising Appeal 415 A Leisurely Tour through One Successful Appeal 47Part Two Your Plan of Action6 What to Do Before You Write Any Fundraising Appeal 717 Eight Steps toward Successful Fundraising Appeals 858 The Cardinal Rules of Fundraising Letters 959 You’re Writing for Results—Not for a Pulitzer Prize 115Part Three Customizing Your Appeal 10 Recruiting New Donors: Starting Intimate Conversations with Strangers 12711 Recruiting New Supporters: Beginning the Cultivation Process Online 13312 Welcoming New Donors: Treating People Like Part of the Family 14113 Appealing for Special Gifts: Bringing Your Case Down to Earth 15514 Asking for Year-End Contributions: Making the Most of the Holiday Spirit 16715 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact 18516 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions 19117 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment 20318 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time 21319 Thanking Your Donors: Friend-Raising before Fundraising 21920 Promoting Legacy Gifts: Seeking the Ultimate Commitment 233Part Four Reinforcing Your Appeal21 Rounding Out Your Appeal with Online Media and More 24522 Writing Online Appeals 26123 The New Keys to Success in Fundraising Today 297Part Five The Appeal Writer’s ToolboxA Sample Multichannel Campaign Calendar 313B Twenty Great E-mail Subject Lines 317C Sixty Successful Outer-Envelope Teasers 319D Fifty-Four Strong Leads for Fundraising Appeals 329E Ninety Ways to Use the Word “You” in a Fundraising Appeal 331F Sixty-Three Ways to Handle Awkward Copywriting Transitions 335G Forty-One Powerful Ways to End a Fundraising Appeal 339H Fifty-Eight Ways to Start a P.S. in a Fundraising Appeal 341I Fifteen Ways How Not to Get Results 345Index 353

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/warwickEric Overman is vice president of digital strategy at Donordigital. Prior to joining Donordigital, Eric was vice president of digital strategy at Grizzard Communications.

• Preface to the Third Edition ixAbout the Author xiiiIntroduction: Why You Should Read This Book 1Part One Motivating Your Audience1 Why People Respond to Fundraising Appeals 92 How a Fundraising Appeal Is Like a Personal Visit 213 What Donors Really Think about Fundraising Letters 354 Characteristics of an Effective Fundraising Appeal 415 A Leisurely Tour through One Successful Appeal 47Part Two Your Plan of Action6 What to Do Before You Write Any Fundraising Appeal 717 Eight Steps toward Successful Fundraising Appeals 858 The Cardinal Rules of Fundraising Letters 959 You’re Writing for Results—Not for a Pulitzer Prize 115Part Three Customizing Your Appeal 10 Recruiting New Donors: Starting Intimate Conversations with Strangers 12711 Recruiting New Supporters: Beginning the Cultivation Process Online 13312 Welcoming New Donors: Treating People Like Part of the Family 14113 Appealing for Special Gifts: Bringing Your Case Down to Earth 15514 Asking for Year-End Contributions: Making the Most of the Holiday Spirit 16715 Recruiting Monthly Sustainers: Offering Small Donors a Chance for Greater Impact 18516 Soliciting High-Dollar Gifts: Framing the Case for Major Contributions 19117 Going for Bigger Gifts: Persuading Donors to Make an Extra Commitment 20318 Seeking Annual Gifts: Building Long-Term Loyalty, One Year at a Time 21319 Thanking Your Donors: Friend-Raising before Fundraising 21920 Promoting Legacy Gifts: Seeking the Ultimate Commitment 233Part Four Reinforcing Your Appeal21 Rounding Out Your Appeal with Online Media and More 24522 Writing Online Appeals 26123 The New Keys to Success in Fundraising Today 297Part Five The Appeal Writer’s ToolboxA Sample Multichannel Campaign Calendar 313B Twenty Great E-mail Subject Lines 317C Sixty Successful Outer-Envelope Teasers 319D Fifty-Four Strong Leads for Fundraising Appeals 329E Ninety Ways to Use the Word “You” in a Fundraising Appeal 331F Sixty-Three Ways to Handle Awkward Copywriting Transitions 335G Forty-One Powerful Ways to End a Fundraising Appeal 339H Fifty-Eight Ways to Start a P.S. in a Fundraising Appeal 341I Fifteen Ways How Not to Get Results 345Index 353