The writing style of philanthropy -- 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.