This month we are featuring Tom Ahern's recent book, How to Write Fundraising Materials that Raise More Money (Emerson & Church 2011).
Despite our lack of Tom Ahern's vast communications credentials, we find ourselves fully entrenched in writing tasks. No matter how you communicate, whether you are a social media fan or a champion of direct mail, your understanding of effective donor communications will be essential to nonprofit success.
While it's widely accepted that no two readers are alike, we continue writing to them as if they are. Your donors are not target markets or segments; they are people with different motivations for giving to your nonprofit. No matter how well-intentioned your messages are, the reality is that you are still an intrusion. So we must raise the bar in writing donor-centric messages to inspire action.
Donors have special interests, and here's a short list of what they care deeply about... Read more