What if your sales copy did more than just earn you a six-figure income?
- What if it also helped 3 million people in 29 countries get access to clean drinking water…
- Provided safe, secure housing for 5,400 families in the U.S…
- Protected 160,000 acres of timberland in Tennessee and Oregon…
- Put 23 new computers in the elementary school down the street…
At first, the replies just trickled in – a $10 check in this one…$25 in that one…a generous $100.
But then, one day, the mail carrier pulled his truck right up to the front door and carried in one, two, three, four white plastic bins overflowing with envelopes. And in each one was a check or a credit-card number.
He pulled the truck up like that for two weeks. In all, thousands and thousands of dollars came through that door in those bins…
And that meant that the tidy wall of shelves in the back room of the soup kitchen on the corner of Cathedral and Mulberry would remain fully stocked.
There had been talk of cutting back services to weekend meals only. But one out of every four people who stand in line there every night is a child. And thanks to those envelopes, those kids could now count on having at least that one good meal a day, every day.
You'd be doing your part if you helped serve the food. And you'd be doing your part if you wiped down the tables and mopped the floors.
But just imagine if you'd written the letter that brought in those checks.
You can, you know. And get paid for it, too.
Carve a Profitable Niche and Make a Difference
That's why I'm writing to you today. Because I'd like to show you exactly how you can reap all the benefits direct-mail copywriting offers – the six-figure income potential, the freedom to live where you want, the independence of working for yourself – and also wake up every day knowing that you're doing your part to make the world a better place.
You do it by writing for a good cause – one you believe in. By writing fundraising letters.
Whether you dedicate yourself to writing for nonprofits full-time or this is something you do to complement your work in other sectors, you'll find writing in the interest of helping a cause to be one of the most rewarding kinds of writing there is.
As seasoned fundraising writer Marie Robinson puts it, "Through doing what I love to do, I actually get to make a real difference in the lives of many people. I sleep well at night knowing that."
1.5 million Potential Clients
The good news is that there’s plenty of room for you to successfully carve out a profitable niche in this field. Not only is writing fundraising copy a rewarding endeavor, but the sector is enormous… and good copywriters are in great demand.
A staggering 1.5 million charities raise funds in the U.S. each year. That’s 1.5 million potential clients for you. And, in each of the past two years approximately 48,000 new nonprofits have opened their doors in the United States alone.
Nonprofits are found in towns and cities coast-to-coast. Churches, soup kitchens, shelters of all kinds for people and animals, hospitals, colleges and universities, youth mentoring programs, care for the elderly, medical and health research, protecting natural resources, rebuilding cities, feeding the poor, helping the poor in a multitude of ways, improving the quality of life for people, advancement of the arts and culture, and so much more.
In the U.S., the economy experiences a recession every seven years – almost like clockwork, so you ought to understand how that may impact the nonprofit sector.
Generally speaking, “The generosity of the American people is resilient,” regardless of the economy, says Patrick M. Rooney. Rooney is the Director of Research at the Center on Philanthropy at Indiana University. He also says that on average, giving declines only 1% in recession years. And that’s typically what we see in a recession.
Nonprofits haven’t thrown up their hands in despair. Instead, they’re doing the one thing they can do: turning in greater and greater numbers to individual donors, asking them for funds to fill the gaps. This is where you come in as a copywriter. Through your copy, you separate your client from the competition. You demonstrate why the donor ought to give to your client’s mission
The Number – and Quality – of Potential Donors Is Growing
As it happens, this pressure to tap individual supporters comes at a good time. Because the base of potential donors is growing larger every day.
The average charitable giver is 55 or older. And, demographically speaking, that’s good news.
Baby boomers – 76.4 million of them – are turning 50 at the rate of 3 to 4 million a year. That means the pool of potential donors is about to explode.
Not only do people in that age-bracket give the most, but studies reveal that this new generation of donors may be even more generous than their folks were. That’s because baby boomers are twice as likely as their parents to be college-educated. The better-educated they are, the more discretionary income they have. Both are key characteristics of responsive direct-mail donors.
In addition, baby boomers are inheriting significant sums from their parents – parents who earned high wages, enjoyed the real-estate boom, and saw significant appreciation in the stock market during their lifetimes. They will pass upward of $6.8 trillion on to baby boomers, according to estimates.
Giving USA Foundation publishes a report each year on “giving” statistics. The data from their latest report, as of the publishing of this program, reveals the following:
- Just over 71% of all donations came from individuals: $264.58 billion.
- The remainder came from corporations (5%), foundation grant-making (16%), and bequests (9%), for a grand total (all sources) of $373.25 billion, America’s most generous year ever.
- Religion or faith-based organizations receive the lion’s share of donations at 32%. Education receives the next largest slice of the pie at 15%, followed by human services at 12%.
Internet Fundraising Successes Signal Even Greater Opportunity for You
This sector is growing in another way, too.
Internet fundraising is on the rise. And that opens a whole new and potentially extremely profitable market – both for nonprofits and for the fundraising copywriters working on their behalf.
Previously, internet appeals generated only 14 cents of every $100 given, but recent surges noted by The Chronicle of Philanthropy showed giving doubled at 46 of the charities they studied. Another 36 chalked up gains of more than 50% and at just the 157 nonprofit groups that provided data, the total topped $100 million in donations!
In a special report in the NonProfit Times, Sojourners, a faith-based magazine, used weekly emails to cultivate their relationship with online donors. They’ve since seen readership of their online magazine double and revenue from online fundraising increase from less than $50,000 in 2001 to almost $200,000 today, reaching 3.3 million readers every year.
Online giving, not even counted on in the past, has now become a line item in many organizations’ budgets. Groups like Heifer International have seen more than 15% of their total revenue come from online giving. Local United Ways are also seeing an increase in electronic pledging, and when combined with the total amount processed through company systems and uploaded to United eWay, the figures are expected to top half a billion dollars.
What’s more, internet donors tend to be younger than those who traditionally respond to fundraising efforts. That means nonprofits now have a way to expand their contributor base beyond the baby-boomer generation. You can help them do it.
Cash in on the Absolutely Crucial Demand for Letters That Really Work
Maybe you've always assumed that, for copywriters, the big money is in selling things. It can be, no denying it. But keep in mind, too, that nonprofits allocate millions of dollars a year to fundraising. They pay well for letters that really work – and they're more inclined to do so now than ever before.
Remember the spate of nonprofit administrative scandals – embezzlement at the United Way, investment fraud at the Foundation for New Era Philanthropy, theft at the Episcopal and Baptist Churches? Well, those scandals served to make donors skeptical.
As a result, contributors now pay more attention to how organizations spend. They want to make sure as small a percentage as possible of their money goes to fundraising and administration costs.
Nonprofit administrators know this, and they know the power – the critical importance, these days – of having a truly effective letter in the mail. Because when they've got one, it allows them to raise bigger dollars at lower costs. And that means they can rest easier when their finances are under scrutiny – as they increasingly are.
I’ll be frank: Smaller nonprofits don’t have the kind of budgets for direct mail that large corporations do. For a two-page fundraising letter, you might earn $1,000 or $2,000, for instance. But the top writers in this sector – the ones writing fundraising controls for national organizations – are very well paid.
If you can write the powerful letters nonprofits are after, you'll be in demand…simple as that. Word spreads fast in this industry.
Just imagine…you could be working at what you love, know you're doing some good in the world, and still be well on your way to racking up a six-figure income.
Your Timing Is Perfect
Fundraising, as a direct-response market, is growing at a faster rate than the private business sector. According to Mal Warwick, consultant and leader in the fundraising arena for over 40 years, this niche is experiencing a 10%-20% annual growth rate nationwide.
Like the private sector, fundraisers are leaning more toward a media mix in their marketing efforts. They combine their direct mail appeals with internet and email messages, telemarketing and specialized mailings.
New techniques are being tested to increase donor acquisitions and awareness. These messages are among the 200 marketing messages consumers see every day.
Nonprofits are even tapping opportunities to "piggy-back" on other mailings. For example, copy is needed for third party inserts. That’s copy for all those extra pieces that arrive in credit card statements, package inserts, catalog blow-in inserts, cooperative direct mail, newspaper inserts, sampling programs and cable television statement inserts.
The testing of insert effectiveness adds to the demand for copywriters who understand fundraising, but the straight donor letter still dominates. With 85 million phone numbers registered with the Do-Not-Call Registry and the high prices of dimensional mailings, this tried and true method carries its weight still today.
The baby boomers I mentioned still like going to their mailboxes every day to see who’s writing to them. And, because direct mail volume has declined in recent years, the competition for donor dollars is more fierce than ever.
That’s good news for you. Stronger, more effective, donor-focused copy will attract the lion’s share of the donation pool. And, that’s where you…a well-trained, fundraising copywriter come in!
Breaking in Is Easy
There's something else that makes fundraising copy attractive – particularly for copywriters just breaking into the business: It's easier to get a foot in the door here than in many direct-mail sectors.
Easier and less intimidating.
That's because organizations all around you need help raising funds – from your local church or homeless shelter to your city's food bank or zoo.
And because these nonprofits often tend to be smaller and less savvy than any number of for-profit businesses that hire direct-mail copywriters, you can feel comfortable approaching them.
They're eager – even desperate – for help from a qualified copywriter who can produce real results. Simply put: This environment makes selling yourself that much easier.
What's more, and I've said this before, writing fundraising copy is truly rewarding – in a way that writing for other sectors is not. You can feel good about the work you're doing. You feel like you're having a significant positive impact on the lives of people in need. Plus, it's a way for you to give within your own community.
And it provides extraordinary networking opportunities, too. You'll be surprised at how many doors – in other sectors – fundraising writing can open. It's an ideal way to build your portfolio at the same time as you're doing your part to improve the world.
Projects Are Less Intimidating and More Motivating
There's something else, too. Another way that this kind of writing can make breaking into the copywriting business easier: The letters are often shorter.
If you're like most copywriters – even the most seasoned – you find the prospect of creating an 8-page or 16-page (or even longer) promotion for a product to be at least a little bit intimidating. Sometimes, it feels like you've climbed a mountain before you get to writing the P.S.
But fundraising letters tend to be shorter.
They don't take as many days to complete. The work is less, well, less dense. And especially when you're first starting out, that can mean the difference between staying motivated and productive…and letting your dream of the writer's life languish.
The Perks of the Writer's Life… Plus the Satisfaction of Giving
Fundraising copywriters say, again and again, that this sort of writing carries with it not just monetary…but also intangible rewards.
"I was eager to break into copywriting in the fundraising market because I knew I would love working on those kinds of projects," says copywriter Mary M., "but it was still a shock to find out how much a client would pay me to write a 2-page letter – nearly 10 times what I could make for the same project in my market! For me, though, the best part didn’t turn out to be the financial reward but the personal one. It felt so great to know that my work would be helping one of my favorite charities."
Copywriter and AWAI member Emily N. agrees:
"I tried different genres. At the end, I am really drawn to fundraising. And when you enjoy something, you put more passion into it. It's also gratifying to write for different causes – you learn so much.
Once you write a successful piece for a group, they often ask you to do other stuff like their website, newsletter, articles, proposals…
The first letter I wrote for Friends of Orphans (they have homes all around Central America) brought a 12.2% increase in donations. Ever since then, I have been writing all of their appeal letters."
Now there's a way for you to jump into this flourishing – and rewarding – sector, armed with all the tools and techniques you need to not just make a go of it…but to really excel.
Learn the Insiders' Secrets From the Best Fundraising Copywriters in the Business
Over the past year, we’ve tapped the best minds in the fundraising business – legends in the nonprofit world – and gathered from each of them their hard-won secrets, proven techniques, and the tricks of the trade that they rely on to write winning packages every time.
I’m talking about the copywriter who wrote the single most successful political fundraising letter in history… the superstars who have written controls for The Nature Conservancy, the World Wildlife Fund, Habitat for Humanity, The Humane Society of the United States, the National Wildlife Federation, Amnesty International, the American Red Cross, and dozens of others.
We’ve bundled all of the incredible intelligence and insights these legendary copywriters had to share into AWAI’s Copywriting for Nonprofits, a comprehensive program that reveals everything you need to know to write control after control for this burgeoning and beneficial sector.
You'll learn –
- How, in just 60 seconds, you can put together a client list that will provide you with the strongest starting position as you break into this sector…and the secrets to expanding beyond that list to tap potential clients who won't be able to say "no."
- The hot buttons to push when you’re writing fundraising letters. Some of them overlap with what you might already know about writing sales copy. But not all of them. You could spend years figuring it out by trial-and-error. But in Copywriting for Nonprofits, we’ll save you the time and frustration so you can be writing the most effective letters – and earning pay checks – faster.
- The differences between acquisition letters and renewal letters – the two primary types of mailings nonprofits do – and the strikingly different techniques the experts use to approach each one so they're guaranteed the maximum possible returns.
- The four different kinds of donors – and what you need to know about each to make sure you’re properly targeting your prospective contributor. Get this wrong (most novices do) and you’ll be looking at a long learning curve. In Copywriting for Nonprofits, however, you’ll find out what the masters already know… and position yourself for success from the get-go.
- Studies reveal that more than 90% of direct-mail readers turn to the P.S. in a letter first – before anything else. So we asked legendary fundraising copywriter Jerry Huntsinger to reveal the methods he relies on to make those few lines really work wonders. He shares his 10 top strategies for turning a fundraising P.S. into a quick donation.
- The eight steps you need to take to write control-beating fundraising letters every time. This tried-and-true strategy was developed by powerhouse copywriter Mal Warwick. It's the one he relies on to write winning fundraising letters for clients like Bread for the World, the Feingold Senate Committee, the Global Fund for Women, and others. It walks you, step by step, through the best way to design a fundraising appeal. You'll know which tasks to tackle first and what to put where – a secret architecture revealed. It'll shave years off your learning curve.
And that's just the beginning…
You’ll Get a List of More Than 500 Potential Clients
In addition, we’ve also included in Copywriting for Nonprofits a directory of over 500 nonprofit mailers – organizations that use direct response to generate funds and are on the lookout for copywriters who can deliver.
On the list is an extremely diverse range of potential clients for you. Whether you’re interested in raising funds for organizations concerned with healthcare issues… education… politics… animals… the environment… women’s rights… children’s welfare… or something else… you’ll find excellent contacts here.
Please understand, this is no ordinary client list. It’s a detailed database of potential clients for you. And we’ve compiled them for you into a handy 40-page guide organized by category.
The full Directory of Major Mailers sells for $399 – and is worth every penny. Yet this specially targeted potential client list taken from it is yours, with our compliments, as part of Copywriting for Nonprofits.
Pull Up a Chair and Have Coffee With the Pros
And that’s not all. As part of Copywriting for Nonprofits, we’ll also share exclusive interviews with the experts – 5 conversations with industry legends and the most sought-after fundraising copywriters working today.
For example, you’ll hear from –
Madeline Stanionis has been helping nonprofits for 20 years. Until mid-2006, Madeline was the President and Creative Director of Donordigital, a full-service online agency which helps nonprofit organizations, campaigns, and socially responsible businesses use the Internet to build their constituencies and achieve their goals. At Donordigital, Madeline led Internet strategies for many organizations, including Amnesty International USA, the Campaign to Defend the Constitution, Earthjustice, Human Rights Campaign, the Humane Society of the United States, NARAL Pro-Choice America, CARE, Union of Concerned Scientists, and the Massachusetts SPCA.
In 2006 Madeline left Donordigital and co-founded Watershed, a consulting and services firm designed expressly to help organizations build, grow, and sustain relationships with constituents online. She is also a frequent speaker and writer in fundraising, advocacy, and technology conferences and publications across the country. Madeline is the author of The Mercifully Brief, Real World Guide to Raising Thousands (If Not Tens of Thousands) of Dollars with E-mail, published by Emerson and Church
When Jerry Huntsinger first went to work for the Christian Children’s Fund in 1961, he found out his job was actually something he didn’t expect: writing fundraising letters. This was true on-the-job training, for he had no experience writing fundraising copy.
He quickly mastered his craft, however, and went on to form his own very successful agency in 1964, Huntsinger & Jeffer (www.huntsinger-jeffer.com). The firm is still in business, although Jerry has stepped down and now works freelance.
Jerry’s clients have included the Nature Conservancy, World Wildlife Fund, American Express, Kemper Financial Services, Blue Cross/Blue Shield, Habitat for Humanity, the Humane Society of the United States, National Wildlife Federation, Amnesty International, Father Flanagan’s Boys Town, the American Red Cross, and dozens of others.
- Mal Warwick, is considered one of the world’s leading authors, consultants, and public speakers on direct-response marketing and fundraising for nonprofit organizations. He is the author of Fundraising When Money Is Tight: A Strategic and Practical Guide for Surviving Tough Times and Thriving in the Future, which was released in March 2009 by Jossey-Bass Publishers. This is Mal’s 19th book. Other books include: Revolution in the Mailbox and How to Write Successful Fundraising Letters, both of which are now in second editions. He is also the editor of the free monthly e-newsletter, Mal Warwick’s Newsletter: Successful Direct-Mail, Telephone, & Online Fundraising™, which has 11,000 subscribers in 69 countries.
And that’s just part of the list…
It would be impossible to put a price on the invaluable on-the-ground insights you’ll glean from these Conversations With the Masters. It’s the next-best thing to actually sitting down with each one over coffee. To the last, these experts are not only thoughtful and engaging – they’re incredibly generous with their advice and insights.
This is access you simply could not get on your own. Yet, as part of AWAI’s Copywriting for Nonprofits, these Conversations With the Masters are yours to listen to anytime as streaming MP3 audio files.
A Special, In-Depth Report About Raising Money Online
You’ll also get a comprehensive, 39-page handbook, The Nonprofit Email Marketing Guide , produced by The Network for Good.
In it, you’ll find the 7 steps to better nonprofit email including tips on email composition, how to best appeal to potential donors, creating newsletters, and much more…
A Second Bonus Report Created by the "Dean of Direct-Mail Fundraising"
What’s more, we’ve also included a bonus report, 21 Key Tutorials on Creating Fundraising Letters and Packages. Authored by Jerry Huntsinger, the "Dean of Direct-Mail Fundraising," this is an extraordinary collection of the top 21 things Jerry says every writer of fundraising letters should know.
It’s akin to an "if-you-remember-nothing-else" list of lessons learned over a lifetime of writing outrageously successful fundraising packages. You’ll find out, for instance, why readers rip open some appeals and ignore others… 23 ideas for keeping your reader moving forward… how to slash your letter-writing time in half… and much, much more…
Hands-On Resources and In-the-Trenches Marketing Advice
And that’s not all. Included in the Copywriting for Nonprofitst online program materials, you’ll find not only the critical fundamentals you need, but also the kinds of hands-on resources that will prove to be invaluable tools as you break into (and succeed) in this rewarding sector, resources like –
- An extensive glossary that provides you with fingertip access to all the fundraising terms you’ll need to know. Some of the "lingo" is a bit different from what you might be used to on the for-profit side of the fence. But with this list, you’ll sound professional, well-versed, and in-the-know from the start.
- A collection of 57 key blogs and websites, which you’ll return to again and again – no matter what the focus of your fundraising projects. These sites give you access to information and ideas that will cut days off your research time and let you put your hands on exactly the elements you need to write the high-powered letters non-profits are desperate to mail.
- An entire chapter devoted to marketing yourself in the nonprofit arena. You’ll learn the four most critical things you can do to guarantee your success as a freelance fundraising writer… the best (and quickest) ways to land your first clients… how to position yourself so you can jump – fast – from writing for small nonprofits to landing the bigger-money work at national organizations… and more…
You won’t find anything else like this program. Copywriting for Nonprofitst delivers the insiders’ techniques that really work and gives you access to the nation’s top fundraising experts.
You could spend three or four months in school in hopes of gathering this sort of intelligence (and you’d likely pay three or four times as much for the privilege). But to be honest, what you’d come away with would likely be, at best, a watered-down "academic" version – with none of the "in-the-trenches" advice that’s such a critical part of our program.
Build Your Portfolio as You Go Through the Program
Here at AWAI, we really believe that if you’re going to excel you’ve got to roll up your sleeves and get your hands into the meat of a thing. That’s the only way to learn how to do it right.
And that’s why we’ve included something else with the program materials that will prove critical to your success – a ”Portfolio Builder” exercise to use as a writing sample for prospective clients.
We’ve created this writing opportunity for you to hone your skills and to practice the techniques in this program. Once you’re satisfied with your letter, you can post your completed sample on Groupsite for a peer review and copy suggestions from other AWAI Members. You'll get input and ideas that will help you polish and perfect your letter into a finished product you'll be proud to show any prospective client.
This is an ideal way to build a portfolio – and give you a distinct sense of satisfaction at the same time.
You Really Can Make a Difference
Writing fundraising letters really does offer you an ideal opportunity to take advantage of the many benefits copywriting provides – the profit potential, the freedom, the independence.
Plus, beyond that, you have the genuine satisfaction that goes hand-in-hand with knowing that you’re doing your part to make the world a better place.
Writing fundraising letters truly is one of the most rewarding kinds of writing there is. As Kay Partney Lautman puts it:
"Fundraisers have watched a sick child regain his health… a poor family have a real Christmas… a juvenile delinquent return from summer camp with a new attitude… a controversial environmental law passed to protect the health of people. We are not just fundraisers. We are an important part of the American process that improves the quality of life."
Jump-Start Your Career as a Fundraising Copywriter Today
When you consider the true value of each component included in AWAI’s Copywriting for Nonprofits, the total comes to well over $1,000. We’ve pulled together all the critical information you need to break into – and truly excel in – this flourishing and satisfying sector.
But the good news is that we’re offering this complete, online program for just $399. You could make more than that from your first project.
And if you land just one of the clients you’ll learn about in the materials you’ll receive, you’re likely to cover this cost many times over.
Sign on today, and we’ll send you –
- The comprehensive online program guide for Copywriting for Nonprofits, which includes not only all the fundamentals, techniques, and secrets you need to jump-start your success in this opportunity-filled market… but also invaluable extras like the glossary of terms every nonprofit fundraiser should know… the listing of 57 key blogs and websites… and a special section devoted to the insiders’ tried-and-true methods for marketing yourself as a fundraising copywriter so you’re landing more and better assignments from the get-go…
- A sampling of 13 winning controls you can learn from – a treasure trove of home-run fundraising samples that will have you writing better, faster.
- 500+ potential clients – a resource guide to organizations that use direct response to generate funds and are on the lookout for copywriters who can deliver. In this comprehensive listing, you’ll find all the clients you’ll need to launch a highly successful career as a fundraising copywriter – now.
- Five Conversations With the Masters, a streaming audio MP3 collection simply not available anywhere else. It’s like sitting down for coffee with the fundraising industry’s legends. You’ll be amazed at the insights, strategies, and advice you come away with after hearing from wizards like Mal Warwick and Jerry Huntsinger. Even their off-hand remarks are rich with gems you’ll find remarkably helpful.
- A special, in-depth report on the most effective ways to raise money online. In this 39-page handbook, you’ll find the 7 steps to better nonprofit email including tips on email composition, how to best appeal to potential donors, creating newsletters, and much more…
- 21 Key Tutorials on Creating Fundraising Letters and Packages, a revealing special report authored by Jerry Huntsinger, the "Dean of Direct-Mail Fundraising." In it, Jerry reveals the top lessons he’s learned over a lifetime of writing control-beating copy.
- Your “Portfolio Builder” – to help you begin to build a substantial body of sample letters and direct-response campaigns you’ll be proud to show any prospective client… work that’s so advanced and polished that landing your first paid assignment will be a breeze.
You can see why this comprehensive program is valued at well over $1,000. But, as I’ve said, it’s available to you today for just $399.
Rock-Solid, 30-Day Guarantee
So don’t wait. Get online access to AWAI’s Copywriting for Nonprofits now.
Try it for 30 days. And if you don’t agree it’s worth many times what you paid for it, simply call Member Services at 866-879-2924 within those 30 days, and we’ll refund your money, no questions asked.
There’s absolutely no risk to you. And so much for you to gain. I invite you to join the ranks of the most successful fundraiser copywriters today – there’s no more efficient way to do it.
In less than a month, this program could have you earning money for highly effective fundraising letters… and feeling satisfied in the knowledge that you’re doing something to improve the world.
To get started immediately, click here or call our Member Services team at 1-866-879-2924.
American Writers & Artists Inc.
P.S. Two things really distinguish this program from anything else out there – the insider access it provides you with and the incredible collection of hands-on resources it delivers. Nowhere else will you find so much insightful, actionable advice from top-tier experts in direct-mail fundraising. And no other program delivers the potential clients and the tried-and-true techniques for marketing yourself to them. To get started now, click below now.
P.P.S. Remember, there's absolutely no risk. Try Secrets of Writing for the Fundraising Market for 30 days. If you don't think it's everything we've promised here – and more – simply return it, and we'll refund your money. No questions asked. Click below to get started today.
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