How to write successful fundraising letters : sample letters, style tips, useful hints, real-world examples / Mal Warwick.

Part 1: Motivating your audience
Why people respond to fundraising letters
How a fundraising letter is like a personal visit
What donors really think about fundraising letters
Characteristics of an effective fundraising letter
A leisurely tour through one successful appeal
Part 2: The letter writer's plan of action
What to do before you write any fundraising letter
Eight steps toward successful fundraising letters
The Cardinal rules of fundraising letters
You're writing for results
not for a Pulitzer Prize
Part 3: Customizing your appeal
Recruiting new donors: starting intimate conversations with strangers
Welcoming new donors: treating people like part of the family
Appealing for special gifts: bringing your case down to earth
Asking for year-end contributions: making the most of the holiday spirit
Soliciting high-dollar gifts: framing the case for major contributions
Going for bigger gifts: persuading donors to make an extra commitment
Seeking annual gifts: building long-term loyalty, one year at a time
Thanking your donors: friend-raising before fundraising
Part 4: The letter writer's toolbox
A. Sixty successful outer envelope teasers
B. Fifty-four strong leads for fundraising letters
C. Ninety ways to use the work "you" in a fundraising letter
D. Sixty-three ways to handle awkward copywriting transitions
E. Forty-one powerful ways to end a fundraising letter
F. Fifty-eight ways to start a P.S. in a fundraising letter
G. Fifteen ways how not to get results
H. Ten other books to help you write successful fundraising letters.