How to Write Successful Fundraising Letters [Paperback]

Mal Warwick (Author)

Book Description

Series: The Mal Warwick Fundraising Series | Publication Date: February 20, 2001

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

Editorial Reviews

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)

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

See all Editorial Reviews

Product Details

• Paperback: 224 pages
• Publisher: Jossey-Bass; 1 edition (February 20, 2001)
• Language: English
• ISBN-10: 078795652X
• ISBN-13: 978-0787956523
• Product Dimensions: 10.9 x 8.5 x 0.6 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #396,309 in Books (See Top 100 in Books)
  • #49 in Books > Business & Investing > Small Business & Entrepreneurship > Raising Capital

Customer Reviews

Most Helpful Customer Reviews

59 of 59 people found the following review helpful:

5.0 out of 5 stars The best book of its kind ..., December 14, 2002

By 

Pamela (Haverford, PA USA) - See all my reviews

Amazon Verified Purchase

This review is from: How to Write Successful Fundraising Letters (Paperback)

There are many many books and courses on how to write a funding proposal but few out there on how to write and develop your organization's annual campaign. Fortunately Mal Warwick's is the only book you'll ever need. Thorough, loaded with examples, not only of solicitation letters but follow up and thank you letters as well -- if you're a development professional this is one book you must have on your shelf. Using Mal Warwick's books and website, along with a great deal of marketing reading, I successfully redesigned my organization's membership campaign - raising our overall donations by 33% the first year and an additional 25% the second year.
While geared to annual campaigns/individual donors, this book will also aid you in writing foundation proposals - particularly to those smaller foundations that may merely require a letter proposal. Mal takes the best of both worlds - marketing and nonprofit management - and gives you a guide that the development professional will refer to daily. With the thousands of foundations in the United States, not every one is a Kellogg or a Kresge or a Pew and this book is an invaluable aid to getting your proposal read. HIGHLY RECOMMENDED (as are all Mal Marwick's books).

79 of 82 people found the following review helpful:

5.0 out of 5 stars My top recommendation for fundraisers, July 6, 2000

By 

Thomas Ahern (Foster, RI USA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: How to Write Successful Fundraising Letters (Paperback)

In my seminar on nonprofit communications I strongly recommend several titles, chosen from the dozens on my shelves. Mal Warwick's How to Write Successful Fundraising Letters tops the list. It is pretty much a model, I think, for good how-to books: it is well organized, comprehensive (in ways you'd never anticipate), filled with case studies and annotated examples, brief, to the point, practical, and extraordinarily reader-friendly. I wrote fund-raising letters before I read Mal's book; some letters worked, some didn't. After I read his book, I never wrote an unprofitable letter again. You will not regret buying this book: it removes the veils from so many mysteries of successful direct mail fundraising.

35 of 35 people found the following review helpful:

5.0 out of 5 stars Every Non-Profit Should Have This Book, March 23, 2004

By 

James Sadler (Plano, TX United States) - See all my reviews
(REAL NAME)   

This review is from: How to Write Successful Fundraising Letters (Paperback)

Fundraising is a very specialized area of copywriting and marketing. Unlike the more common direct mail letter wherein you are selling a product or service, fundraising often offers nothing more to the receipient than a chance to feel good about doing good.

As a consequence, fundraising letters for charities and oher non-profits literally have their own rules that vary from the traditional approach to direct mail. Warwick is the recognized master of this field and is a legend in fundraising circles.

Every charitiable organization and non-profit group should have this book on their shelf, or have a copywriter available to them that does. And even if you aren't going to apply the principles in the book to fundraising, its still a great guide to writing effective marketing copy.