CHAPTERS

1 -- Why communicate? To spur action
2 -- Setting your expectations: Be pessimistic
3 -- The almighty predisposed
4 -- Making it interesting (mandatory)
5 -- Secret to response: The offer is king
6 -- Why your fundraising communications fail to get the results you want
7 -- Writing your strategy
8 -- On the delicate subject of committee and board approvals
9 -- What is branding, really?
10 -- Warning: You are an intrusion, too
11 -- What interests donors
12 -- Being donor-centric
13 -- Communicating on all four wavelengths
14 -- What the Amiable side responds to
15 -- Anecdotes bring your successes vividly to life
16 -- What the Expressive side responds to
17 -- News story ideas: A checklist
18 -- Sorting the wheat from the chaff
19 -- What the Skeptical side responds to
20 -- Honesty and information: Reassuring the skeptic
21 -- What the Bottom Line side responds to
22 -- The emotional imperative
23 -- Emotional triggers
24 -- Choosing your emotional twin set
25 -- Answering the most important question: Why your organization matters
26 -- Aren’t sure why you matter? Here’s a tip
27 -- AIDA: Formula for an elevator speech
28 -- Making your case, step one: Collect information
29 -- Making your case, step two: Answering the donor’s three big questions
30 -- Making your case, step three: Telling your story
31 -- The smallest case there is: Your tagline
32 -- Headlines: The critical importance of
33 -- Making a weak headline strong
34 -- Finding the angle
35 -- Write for browsers
36 -- How to keep them reading
37 -- Do the “you”
38 -- The dangerous “and”
39 -- Will you ever be a good writer?