The writing style of fundraising ; The importance of being urgent ; Make it easy to read ; Long messages work better ; Grammar for fundraisers -- The content of fundraising ; Persuade with story, not statistics ; Keep it simple ; Make it all about the donor ; I have bad news and good news ; Have a clear call to action ; P.S. I love you -- The design of fundraising ; Design for older eyes ; Don't skimp on emphasis ; Make images work for you ; Plain, corny, and obvious -- The mental game of fundraising ; Self-centric fundraising ; Three things you should know about donors ; Three deadly fundraising myths ; Proud to be a fundraiser.
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