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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 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 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 The Letter Writer's Toolbox Sixty Successful Outer Envelope Teasers Fifty-Four Strong Leads for Fundraising Letters Ninety Ways to Use the Word "You" in a Fundraising Letter Sixty-Three Ways to Handle Awkward Copywriting Transitions Forty-One Powerful Ways to End a Fundraising Letter Fifty-Eight Ways to Start a P.S. in a Fundraising Letter Fifteen Ways How Not to Get Results Ten Other Books to Help You Write Successful Fundraising Letters