How to Write Fundraising Materials that Raise More Money: The Art, the Science, the Secrets

Front Cover
Emerson & Church, Publishers, 2007 - Business & Economics - 187 pages
Writing to raise money takes more than a few choice words. Highly profitable communications use a wide array of "trade secrets" to boost response. Things like emotional triggers, a working knowledge of reader psychology, the discovery of eye motion studies, and donor research – all help writing pros reap big rewards from their appeal letters, newsletters, websites, case statements, and more.Now these trade secrets are yours, collected in one easy-to-understand volume: How to Write Fundraising Materials that Raise More Money – The Art, the Science, the Secrets. Author Tom Ahern is recognized as one of North America's leading experts on effective communications. His workshops are in hot demand. Last year he released a first-of-its-kind book on moneymaking donor newsletters.Now, in his new book, Ahern reveals all: how top fundraising writers inspire their prospects to make that first gift – and how they keep existing donors loyal and generous.Raising more money through words, via the printed page or online, is no accident. But anyone can do it well: you don't need special writing talent. All you need is this essential guide to best practices in the fundraising industry.
 

What people are saying - Write a review

Wonderful book for novice to expert!

User Review  - csto78 - Overstock.com

This book is excellent because it breaks down the fundamentals of writing for fundraising in an easy to understand way. The book is short and sweet and everyone will be able to benefit from it. I highly recommend it. Even the executive director of my organization has read it! Read full review

Contents

Why communicate? To spur action
13
Be pessimistic
17
The almighty predisposed
21
Making it interesting mandatory
23
The offer is king
27
Why your fundraising communications fail
33
Writing your strategy
43
On the delicate subject of committee board approvals
47
Emotional triggers
109
Choosing your emotional twin set
113
Why your
117
Arent sure why you matter? Heres a tip
121
Formula for an elevator speech
123
Collect information
127
Answering the donors
131
Telling your story
135

What is branding really?
53
You are an intrusion too
57
What interests donors
59
Being donorcentric
63
Communicating on all four wavelengths
69
What the Amiable side responds to
73
Anecdotes bring your successes vividly to life
79
What the Expressive side responds to
83
A checklist
87
Sorting the wheat from the chaff
93
What the Skeptical side responds to
97
Reassuring the skeptic
99
What the BottomLine side responds to
105
The emotional imperative
107
Your tagline
139
The critical importance of
143
Making a weak headline strong
147
Finding the angle
153
Write for browsers
157
How to keep them reading
161
Do the you
165
The dangerous and
169
Will you ever be a good writer?
171
AFTERWORD
175
ACKNOWLEDGMENTS
177
APPENDIX
179
Copyright

Common terms and phrases

About the author (2007)

Tom Ahern is recognized as one of North America's top authorities on nonprofit communications. He began presenting his top-rated Love Thy Reader workshops at fundraising conferences in 1999. Since then he has introduced thousands of fundraisers in the U.S., Canada and Europe to the principles of reader psychology, writing, and graphic design that make donor communications highly engaging and successful. He founded his consulting practice in 1990. His firm specializes in capital campaign case statements, nonprofit communications audits, direct mail, and donor newsletters. His efforts have won three prestigious IABC Gold Quill awards, given each year to the best communications work worldwide. Ahern is also an award-winning magazine journalist, for articles on health and social justice issues. He has his MA and BA in English from Brown University, and a Certificate in Advertising Art from the RI School of Design. His offices are in Rhode Island and France.

Bibliographic information