ERIC Number: ED212203
Record Type: RIE
Publication Date: 1981
Reference Count: 0
How to Write for Development: Better Communication Brings Bigger Dollar Results.
Gayley, Henry T.
Basic principles of writing for development are examined, along with guidelines and content outlines for writing proposals, annual reports, case statements, fund-raising brochures, annual and deferred giving materials, and development letters. Attention also is directed to the basics of raising money by mail and improving writing skills in general. Before choosing a suitable design for the written request for funds, the following considerations should be addressed: Who will read it? What is desired from the person after reading the request? How does the recipient of the request feel about the project or institution at the present time? What can be said to gain the reader's interest? Why should the reader want to do what is requested? How will the message be presented? Why should the reader want to do what is requested? How will the message be presented? Three possible outlines for writing proposals are considered: the National Science Foundation outline, the CASE Summer Institute (1975) outline, and an outline from Cornell University. It is suggested that annual reports should highlight the institution's major achievement across the widest range possible, and should identify problems and challenges, all in a unified narrative. In case statements, or brochures, colorful language and a glowing tone are important. A comprehensive outline for a case statement, provided by Frantzreb and Pray Associates, is examined. It is suggested that a fundraising brochure should be less grandiose than a case statement. Annual giving letters will be more effective when the following is known about the reader, age (class), gender, reunion or nonreunion year, degree held or major subject, giving record, and institution-related activities. (SW)
Descriptors: Alumni, Annual Reports, Business, Educational Finance, Federal Aid, Financial Support, Fund Raising, Grantsmanship, Guidelines, Higher Education, Letters (Correspondence), Models, Pamphlets, Philanthropic Foundations, Private Colleges, Private Financial Support, Proposal Writing, State Aid, State Colleges, Writing (Composition), Writing Skills
CASE Publications, Order Department, Box 298, Alexandria, VA 22314 ($16.50).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.