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How to Write Successful Fundraising Appeals, 3rd Edition

ISBN: 978-1-118-54366-5

June 2013

Jossey-Bass

384 pages

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Description

How to Write Successful Fundraising Appeals

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 campaigns will produce better results, year after year.

Written in an easy-to-read style, the book is filled with practical techniques, proven approaches, and illustrative examples of both successful and unsuccessful appeals based on the authors’ wealth of experience fundraising for hundreds of nonprofits. Step-by-step and appeal by appeal, the book shows how to navigate the fundraising appeal process with ease. To meet the demands of today’s socially connected donors, this new edition explains how to mesh today’s online technologies with direct mail to produce optimal fundraising results. You’ll learn how to use e-mail, websites, Facebook, Twitter, and mobile technology to recruit more donors and raise more money. The book includes current research on timely topics such as online vs. offline behavior, online giving statistics, demographics, and best practices in integrated fundraising.

If you’re a nonprofit professional eager to master the latest methods in fundraising, or simply need to write direct mail appeals for your organization, How to Write Successful Fundraising Appeals will help you hone your skills and create appeals that will hit the mark every time.

About the Author

Mal is the founder and chairman of Mal Warwick Associates | Donordigital in Berkeley, CA, and Washington, DC, a fundraising agency specializing in integrated, multi-channel fundraising and marketing. The company has served nonprofit organizations nationwide for over 30-years. Mal has written or edited a total of nineteen books, including the best-selling fundraising texts, How to Write Successful Fundraising Letters and Revolution in the Mailbox: Your Guide to Successful Direct Mail Fundraising. Among the hundreds of nonprofits Mal and his colleagues served over the years are many of the nation's largest and most distinguished charities as well as six Democratic Presidential candidates and scores of small, local, and regional organizations. Collectively, Mal and his associates have been responsible for raising close to one billion dollars—largely in the form of small gifts from individuals.Mal chairs the board of GreatNonprofits (San Francisco, CA), which is partnering with major institutions to bring the voice of donors, volunteers, and beneficiaries to the forefront in evaluating the impact of nonprofit organizations. He is also a member of the advisory boards of several companies, including Mission Research (Lancaster, PA) and GoldMail Inc. (San Francisco, CA).

Eric Overman With over 15 years of direct response experience, Eric has worked with dozens of nonprofit clients raising millions of dollars. As Donordigital's Vice President of Digital Strategy,Eric works with clients including; AmeriCares, American Humane Association, CARE, Children's Health Fund, International Campaign for Tibet, Habitat for Humanity and the National Donor Marrow Program. Prior to joining Donordigital, Eric was Vice President of Digital Strategy at Grizzard Communications. Eric began his nonprofit career with Operation Smile. As Director of Online & Interactive, his efforts at integrated and innovative digital marketing led to Eric’s being honored as the American Marketing Association’s 2009 Nonprofit Marketer of the Year, and contributed to Operation Smile’s being honored as Direct Marketing Association (DMA) Nonprofit of the Year in 2008.

Bill Rehm is Vice President of Mal Warwick Associates and has more than 30 years of fundraising and direct marketing experience. He has helped raise tens of millions of dollars for nonprofit organizations and progressive political candidates. Bill has written and produced more than a thousand direct mail packages, e-appeals, newsletters, brochures, and advertisements for dozens of nonprofit organizations. His current and former clients include Planned Parenthood, AIDs Project Los Angeles, NARAL Pro Choice America, the Feingold Senate Committee, Wellstone Action, Earthjustice, and Be The Match Foundation.