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Understanding and Improving the Language of Fundraising: New Directions for Philanthropic Fundraising, Number 22

ISBN: 978-0-7879-4863-4
122 pages
July 1999, Jossey-Bass
Understanding and Improving the Language of Fundraising: New Directions for Philanthropic Fundraising, Number 22 (0787948632) cover image
The language of fundraising is laden with combative and unsavory terms-suspects, prospects, acquisition, campaign, target. This volume of New Directions for Philanthropic Fundraising challenges fundraisers to be more aware of language and its effect both on the users and the audience. Fundraisers and linguists offer practical analyses of how language is used in fundraising appeals. Chapters provide case studies of writing grant proposals, illuminating how writers shape their language to fit their audience; content analyses of fundraising letters, considering what persuades donors to give; and guidelines for developing successful visual rhetoric for both print and on-line formats.

This is the 22nd issue of the quarterly journal New Directions for Philanthropic Fundraising.

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1. Green Giving: Engagement, Values, Activism, and Community Life (Charles Bazerman).

2. Content Analysis of Fundraising Letters (Donald N. Ritzenhein).

3. Conceptual Metaphor and the Discourse of Philanthropy (Peter McCagg).

4.How Writers in Nonprofit Organizations Develop Grant Proposals (Molly Flaherty Haas).

5. Language Use in Grant Proposals by Nonprofits: Spanish and English (Ulla Connor, Lilya Wagner).

6. Into Print, Into Webs: The Consideration of Visual Rhetoric for Print and On-Line Philanthropic Documents (Patricia Sullivan).

7. Generic Patterns in Fundraising Discourse (Vijay K. Bhatia).

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TIMOTHY L. SEILER is director of public service and The Fund Raising School at the Indiana University Center on Philanthropy.
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