内容简介：
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."