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Is your organisation making simple mistakes, so not getting the rewards you want?
In this innovative but provocative book, acclaimed fundraising copywriter George Smith outlines dozens of examples of charities asking for money in sloppy, lazy and incoherent ways. And he’s honest about why their fundraising fails as a result.
Here he offers simple strategies for turning your charity fundraising around almost overnight, by making simple tweaks that will ensure you’re asking the right people in the right way.
Who should buy this book?
This book is both for the novice and more experienced fundraiser, offering simple changes as well as reminders of good practice.
It’s particularly useful for small charities. Most of the strategies he advises include simple changes to the language and approaches you’re probably already using.
What does it cover?
Asking Properly offers lots of case studies, examples and practical advice to make sure your fundraising asks are as tight and effective as possible.
- Your copywriting: are you using the right language?
- Your media: are you communicating in the right way?
- Your audiences: are you asking the right people?
- Your strategy: how can you add the pieces together for fundraising success?
‘Wise, uncompromising, devastatingly critical of poor fundraising, brilliantly illustrative of what is good.’ Pierre-Bernard Le Bas, UNHCR, Geneva, Switzerland
‘There’s a practical benefit on every page. When you apply its secrets you can hardly fail to improve your fundraising.’ Harvey McKinnon, Harvey McKinnon & Associates
About the author
George Smith was one of Britain’s leading communicators for socially worthwhile causes. The persuasive clarity of his writing, and his acute perception of how charities could best connect with their potential members and donors, made him indispensable to Oxfam, Greenpeace, Amnesty, Unicef, WWF, RNLI, Shelter and dozens more.
George was founder of the pioneer Smith Bundy agency and was chief executive for twenty years until 1993. Later with Ken Burnett he founded Burnett Associates and later was chief executive of the International Fundraising Group, where he turned the annual International Fundraising Congress into the most influential event of its kind in the world.
His book Asking Properly: The Art of Creative Fundraising made him a mentor and modest guru to a whole generation of marketing and fundraising talent.
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