Cover -- Table Of Contents -- Introduction -- Do You Need to Read This Book? -- Why should you read this book? -- Who can benefit from reading this book? -- How can you best use this book? -- Where can this book be put to use? -- When should you read this book? -- What does this book cover? -- Chapter 1: Your Organization and Its Goals -- A Definition of Nonprofits -- Why Do We Exist? -- The Strategic Fundraising Plan -- Components of the Strategic Fundraising Plan -- Perform an External Analysis -- Review Information -- Set a Fundraising Goal -- Evaluate Your Assets and Weaknesses -- Develop Your Strategy -- Create Your Final Plan -- Jettison the Charity Mentality -- Chapter 2: Your Donors -- Your Target Donor -- What Your Donor Gains -- What Makes Your Donor Pick Up His or Her Pen? -- Midsize and Major Donors -- Cultivating Relationships, or Keeping Your Donors Donating -- Chapter 3: The Dreaded M Word - Marketing and the Marketing Concept -- Inbound Marketing -- Outbound Marketing -- Marketing Research -- Branding -- Competitive Analysis -- Positioning -- Advertising and Publicity -- Customer Service and Customer Satisfaction -- The Marketing -- Chapter 4: Getting Started - What You Need to Do Before Writing -- Where to Look For Ideas -- Why Are You Writing This Letter and Why Now? -- Who Are You Writing To? -- Why Are You Appealing To Them Now? -- What Benefits Will Donors Get? -- Who Is Going to Sign the Appeal Letter? -- Chapter 5: Key Elements of the Successful Fundraising Package -- Vogele's Direct Mail Response Research -- Characteristics of a Successful Letter -- Think Opera When You Get Stuck -- Qualities of Successful Letters -- The Envelope -- The Letter -- The Reply Device -- Reply Envelope -- Optional Extras -- Buckslip -- Freebies or Front-End Premiums -- Premiums or Back-End Premiums -- Lift Letter, or Liftnote -- Brochure.

Survey or Questionnaire -- Chapter 6: Content of Fundraising Letters -- Guidelines for Effective Letter Writing -- Write Your Letter, Step by Step -- Step-by-Step: The Outer Envelope -- Reply Device and Reply Envelope -- The Letter, Step by Step -- The Text -- How to Write -- How to Format -- The Reply Device, Step by Step -- Optional Enclosures -- Chapter 7: Types of Fundraising Letters.. -- Straight Contribution or Solicitation Letter -- Things to Include in the Welcome Letter -- Possible Enclosures for the Welcome Packet -- Special Event Letter -- Special Appeals Letter -- Major Donor Appeal Letter -- Renewal Letters -- Lapsed Donor -- Prevent Lapsed Donors -- When to Give Up on a Donor -- Survey Letter -- Front-End Premium -- Back-end Premium Letter -- Newsletters -- Using E-mail -- Dealing With the Mailing List -- Chater 8: Writing Tips -- Creativity Nudgers -- The Writing Process -- Brainstorming -- First Draft -- Composting -- Second Draft -- Third Draft -- Send out for edits -- Send out for proofing -- Blockbusters -- Helpful Hints from the World of Copywriting -- Hints from the World of Literature -- Voice -- Writing Exercises -- Other Writing Exercises -- Other Writing Tips and Tools -- Conclusion -- Bibliography -- Glossary -- Index.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.