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AHP Book Store Introduction Written communications are the essence of health care resource development. The ability to write well and recognize strengths and weaknesses in fundraising copy is essential for anyone involved in a development program. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP). This study guide discusses the various types of written materials that are essential to a health care resource development program, including direct mail pieces, campaign literature, proposals, newsletters, and periodicals. It examines the prewriting process, explains the importance of targeting copy to specific audiences, and provides guidelines for writing effective copy. Finally, it provides an opportunity to develop writing skills by evaluating sample documents. The guide recapitulates material covered in the ARP course "Fundraising Copy" and points you to additional resources to help you gain yet more detailed knowledge of this subject. Learning objectives When you have finished studying this guide, you should be better prepared to:
Note: This study guide provides an overview of writing fundraising copy with a specific emphasis on writing direct mail solicitation materials. The basic principles of effective writing described herein, however, may be applied to other types of written material as well. For further information about brochures, periodicals, and similar materials with a strong visual element, see the AHP course and study guide titled Publication Design and Production. Additional information about writing fundraising copy will be found in other AHP study guides, including Direct Mail Solicitation, Foundation Grantsmanship and Proposal Writing, and Writing the Case Statement.
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