Product Description

For busy fundraisers, writing letters of appeal can be confusing and laborious. Now, a guide from the nation's premier letter-writing tutor--direct mail expert Mal Warwick--shows fundraisers what makes the best letters work. Whether its general advice about the most effective mail strategies, or specific advice for those interested in the details of a direct mail campaign, Warwick keeps fundraisers on track when he reminds: "You're writing for results--not a Pulitzer Prize."

In How to Write Successful Fundraising Letters, Warwick's step-by-step model for writing a successful appeal walks you through the critical stages; his topics range from laying the groundwork for a prosperous campaign all the way through to the importance of thanking donors. Supported by an extensive collection of model letters, Warwick's no-nonsense, jargon-free work has helped thousands of fundraisers achieve results.

Read a review written by Charity Channel Founder/CEO Stephen C. Nill:

http://charitychannel.com/publish/templates/?a=471&z=25

Product Details

• Amazon Sales Rank: #217857 in Books
• Published on: 2001-02-20
• Number of items: 1
• Binding: Paperback
• 224 pages

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 donors...finally 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.

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

Review
"This book is the definitive guide for those working in the development, public relations, or marketing offices of colleges, hospitals, museums, and other nonprofit institutions; for their directors and board members, and for all those who simply want to get better results from their fundraising appeals." (Paul Wellstone, United States Senator, Minnesota)

"And I though I knew something about direct mail letters! Now I do, thanks to Mal's step-by-step guidance. This book is a gem. Mal's remarkable collection of wisdom and practical advice in his 'Letter Writer's Toolbox' alone is worth the purchase price. It contains everything you will ever need to know, beginning with envelope teasers, winning lead sentences, how to use 'you' multiple times, writing challenges, ending a letter well, writing a great P.S., etc., even how not to get results." (James M. Greenfield, author, Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers)

"If you want to learn about basketball, turn to Michael Jordan. If you want the ins and outs of investing, look to Warren Buffett. And, if you want to dramatically enhance your fundraising letters, turn to Mal Warwick—the undisputed master in the field." (Jerry Ciancolo, editor, Contributions Magazine)

"Another homerun for Mal Warwick . . . he has taken a great book and made it even better. Mal goes beyond conventional fundraising writing into the psyche of donors and what makes them tick." (Max L. Hart, director of fundraising, Disabled American Veterans)

"Mal Warwick's engaging writing style, combined with useful sample letters and a wealth of practical tips and helpful hints, makes How to Write Successful Fundraising Letters a must-have reference for any development officer." (Patricia P. Jackson, vice president, education, Council for Advancement and Support of Education (CASE))

"Mal Warwick has done it again. When the original first came out, it became my Bible. I discovered what direct mail was all about—Mal led me by the hand through every possible aspect of how to write successful letters. The book actually helped me in all my writing. Mal Warwick became my mentor and model. The revision, the new version, is even better." (Jerold Panas, author and consultant)

Customer Reviews

Kirks Nonprofit Consulting Services
This is a wonderful tool that allows you to ask for donations "nicely." I really recommend this book to all who assist charities for a living whether on a professional level or as a volunteer.

It's the bible!
Outstanding. Reminded me of everything I'm supposed to be doing in my fundraising letters but have forgotten over the years. It's the bible for fundraising letters!

You must buy this book
If you ever think you will have to write a fundraising letter, you NEED this book. Too many people think it is just like writing any other kind of letter but it isn't. There is a rhyme and, more importantly, a reason to it. Don't write a fundraising letter without reading this book first.