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The Mercifully Brief, Real World Guide to Raising Thousands (If Not Tens of Thousands) of Dollars With Email Paperback – February 10, 2006

6 customer reviews
ISBN-13: 978-1889102054 ISBN-10: 1889102059

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The Mercifully Brief, Real World Guide to Raising Thousands (If Not Tens of Thousands) of Dollars With Email + How to Write Fundraising Materials That Raise More Money: The Art, the Science, the Secrets + The Fundraiser's Guide to Irresistible Communications
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Editorial Reviews

From the Inside Flap

Perhaps you're skeptical.

After reading the title of this book, you’re saying: "Sure, Red Cross and Salvation Army can raise tons of money with email, but my agency isn’t a brand name. You’re telling me I can do the same!?"

Well, no. Author Madeline Stanionis isn’t claiming that. She’s President of Donordigital, not Pollyanna.

What she is saying is that you can raise a healthy amount ¬– thousands if not tens of thousands of dollars ¬– if you approach email fundraising with a measure of intelligence and creativity.

And you’ve got to hand it to Stanionis. Any consultant who would give away the store as she does in this book has something grander in mind than her own self interest.

And give away the store is what the author does.

Generously dispensing advice, insider tips, and recommendations for which she usually commands tidy sums, Stanionis reveals precisely what you need to do, step by step, to raise substantial money with email.

And while it’s not as simple as sending hastily written emails every week or month, neither is it unduly complicated or time-consuming.

At heart, raising thousands of dollars with email is all about building your list, using timing to your advantage, crafting a series of coherent messages, presenting your email in a visually appealing way, and carefully observing your returns for clues that can guide your future efforts.

That’s it really. And any organization following Stanionis’ trenchant advice will see immediate results.

Further, there’s plenty of material in the book to customize and adapt, as Stanionis offers a wealth of sample emails from diverse organizations.

And taking it a step further, in the Resources section of the book, the author shows you how to identify just the help you might need (a "messaging vendor" who can send your emails, for example).

Other books talk about "Internet fundraising," which usually encompasses e-commerce strategies such as online shopping malls and auctions. That’s all well and good, but many of us want to know one simple thing ¬¬– how can we raise more money with email? And do it now?

Raising Thousands (if Not Tens of Thousands) of Dollars with Email puts that question to rest.

About the Author

Madeline Stanionis is President and Creative Director of Donordigital, a full-service online fundraising company. Clients include the American Civil Liberties Union, the AARP Foundation, Amnesty International USA, Girl Scouts of the USA, Union of Concerned Scientists, UNICEF, and others.

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Product Details

  • Paperback: 108 pages
  • Publisher: Emerson & Church (February 10, 2006)
  • Language: English
  • ISBN-10: 1889102059
  • ISBN-13: 978-1889102054
  • Product Dimensions: 0.5 x 6.8 x 9.8 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #1,054,148 in Books (See Top 100 in Books)

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14 of 14 people found the following review helpful By Michael A. Stein on March 14, 2006
Format: Paperback
The publication of this new book about email fundraising by Madeline Stanionis should be welcome news for nonprofits of all sizes that are trying to harness the Internet to grow their lists, engage constituents and raise money.

The book is written for and about nonprofits though it will be of interest to a wider range of institutions interested in online fundraising such as universities, hospitals, faith-based groups, and political campaigns.

There are several things about this book that make it a standout among recent efforts to cover this topic.

First, it deals unabashedly with what was once the most controversial aspect of online fundraising, namely email appeals. As recently as a few years ago, email fundraising appeals were seen as a type of nonprofit spam, even when supporters and list subscribers had opted in to receive communications. Several pioneering organizations have turned this on its head, and Madeline chronicles the experiences of nonprofits such as Human Rights Campaign, Humane Society of the United States, and Earthjustice, who have used passion, good writing, creative design and opportune timing to conduct successful financial appeals from supporters via email.

Second, Madeline writes as an insider about many email fundraising campaigns that she has personally worked on. Madeline is the President of Donordigital, one of the leading firms that helps U.S. charities raise money online and mobilize constituents for progressive causes. Considering her day job, she really gives away the store in this book. The book is filled with specific nonprofit examples, real-world case studies, email and Website screen shots, strategy ideas, analytical techniques, and other professional insights.
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8 of 8 people found the following review helpful By Mark Rovner on March 14, 2006
Format: Paperback Verified Purchase
Madeline Stanionis' book delivers on its promise: a short, to-the-point, unpretentious, useful and FUN roadmap for online fundraisers.

Online fundraising has been the subject of endless hype, magical thinking, and "sage wisdom" from authors who have never raised a nickel. Stanionis is the real deal -- a pioneer in the field, has the scars to prove it, and speaks from hard-won experience.

Buy it.
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7 of 8 people found the following review helpful By A. Kozak on March 22, 2006
Format: Paperback
I've done on-line fundraising for a non-profit for 4 years and I can tell you, if you do what Stanionis says, it'll work for you.

But pay attention. There is a clear path that you need to walk, but at each step you need to make decisions about what will be the best approach for your organization. Stanionis identifies these, gives examples, and stresses their importance. If you skip this extra level of thought, you'll still see results. But if you want real returns, you have to put some energy into it.

I've learned this the hard way, and I'm still learning it. There's something to be said for getting in, getting your feet wet, and treading water until you're really ready to make online fundraising a higher priority in your organization. However, as the field matures, and we learn more about what works and what doesn't, you run the risk that your efforts will look amateurish next to those of other organizations. In addition, if you don't pay attention to the results of your efforts, and don't identify things that don't work with your audience, you run the risk of alienating the very folks you're trying to cultivate. Finally, internet time moves w-a-y faster than most non-profits are equipped to run, and if you're trying tomorrow with techniques that worked yesterday, your audience may be unreceptive.

With that in mind, I look forward to annual updates from Stanionis on "the current state of the art."
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