The book offers detailed advice and analysis along with copious examples and instructive case studies. Introduction: How This Book Came to Be and What You'll Find Inside, How to Write Successful Fundraising Letters, You're Writing for Results - Not for a Pulitzer Prize, The Cardinal Rules of Writing Fundraising Letters, How a Fundraising Letter is Like a Personal Visit, What Donors Really Think about Fundraising Letters, Twenty-Three Reasons People Respond to Fundraising Appeals, The Characteristics of an Effective Fundraising Letter, A Leisurely Tour Through One Successful Appeal, Why You Need to Write Thank-Yours, What to Do Before You Write a Fundraising Letter, Eight Steps Toward Successful Fundraising Letters, Case Studies, Welcoming New Donors: Treating People Like Part of the Family, Appealing for Special Gifts: Bringing Your Case Down to Earth, The Letter-Writers Toolbox, What to Put on the Outer Envelope, How to Overcome Writer's Block, Index.