Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers by Greenfieldrating: 4 of 5 stars
This book is an indispensable reference for working or running an Annual Fund. It covers all the basics including mail testing,direct mail, cultivation events, etc. The sample letters are very helpful. My only criticism is the use of fake case-studies which aside from being cheesy, are not nearly as convincing as actual anecdotal and experiential information from real organizations.
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