Essentials of Writing for Fundraising
George Smith. The White Lion Press Limited.
Published 2003. £9.95+postage and packing
(for discounts on bulk orders please see order form).
Softback, 65 pages. ISBN 0-9518971-6-0
Small, but packed with the power of
In this second title in the Tiny series, the author says,
‘We live in a world where words are increasingly without
meaning. Where clichés rule. Where the power of words
to explain, to communicate and to convince is currently in
But you and I know that words really do matter. If
the business of raising money for charity is all about inspiring
potential donors to believe in a cause then it follows that,
more than most professionals, fundraisers should appreciate
the power and potential of fine words.
Yet despite their industry’s obvious scope for fine
writing, fundraisers are rather poor at it, as can be seen
from even a casual look at the missives from charities that
stack our mailboxes.
Well, now there’s a ‘how to’ book designed
to help fundraisers to communicate much more effectively.
At one point George Smith offers the observation opposite.
One’s heart indeed soars at the very
prospect. But as Smith and the rest of us are well aware,
while fundraising appeals abound such inviting letters from
fundraisers are all too rare. The purpose of this tiny book,
then, is to change all that.
Tiny Essentials of Writing for Fundraising tells
you what you need to know to write more clearly, more convincingly
and more accessibly. And, like all books in the Tiny Essentials series it does so with clarity and precision.
See also Asking Properly and Up Smith Creek.
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‘I suggest your heart
would soar if – once in a while – you received
a letter written in decent English which said unexpected things
in elegant ways, which moved you and stirred your emotions,
which angered you or made you proud, a letter which you wanted
to read from beginning to end, a letter apparently written
by one individual to another individual. For you never see
these letters any more...’