Guides to writing appeal letters, fundraising emails and the thank-you letters that keep donors giving.
Repeatedly declared dead and still delivering some of the strongest response rates in fundraising, provided the letter survives the eleven seconds between letterbox and recycling bin.
The six emails every program actually sends, written out in full with subject line options: appeal, reminder, deadline, win-back, emergency and the thank-you that donors notice.
Retention is largely decided in the first 48 hours and the first 90 days after a gift, which means the thank-you letter is not admin that follows fundraising. It is fundraising.
Five to eight words decide whether the appeal gets read at all. Forty-seven subject lines organised by the job each one does, with the psychology behind every group.