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The Fundraiser's Guide to Irresistible Communications Paperback – September 4, 2012


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Product Details

  • Paperback: 143 pages
  • Publisher: Emerson & Church Publishers; First edition (September 4, 2012)
  • Language: English
  • ISBN-10: 1889102024
  • ISBN-13: 978-1889102023
  • Product Dimensions: 0.5 x 5.5 x 8.5 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #36,158 in Books (See Top 100 in Books)

Editorial Reviews

Review

An instant classic. --Tom Ahern, consultant, speaker, author

This simple, smart, and fun-to-read book is for those aspiring to a black belt in fundraising. --Roger M. Craver, The Agitator

A fundraiser's breakfast of champions. --Katya Andresen, Network for Good

This simple, smart, and fun-to-read book is for those aspiring to a black belt in fundraising. --Roger M. Craver, The Agitator

A fundraiser's breakfast of champions. --Katya Andresen, Network for Good

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Customer Reviews

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I thought this was easy to read, the information was practical and relevant.
N. Regennitter
Whether you're a seasoned fundraising professional, newbie or wanna-be, this book is a must-read.
Richard DeVeau
It's a book that I'm sure you'll go back to again and again and will help you raise more money.
C. Linton

Most Helpful Customer Reviews

36 of 36 people found the following review helpful By Tom Ahern on September 4, 2012
Format: Paperback
This will not be a typical review. First, full disclosure, I know Jeff Brooks by reputation. He was a creative principal at Seattle's legendary Domain Group. The Domain Group was one of those shooting stars in the fundraising industry: they did pioneering work, they blazed new trails for 15 years or so, and now they're gone; bought out ... but not forgotten. These days, Jeff works for TrueSense, a national-level direct mail firm. Insiders rank him among America's very best fundraising copywriters. He also writes, as a public service, the incomparable Future Fundraising Now blog, a professional "tips" bastion of common sense and best practices. Second, full disclosure, although I've only met Jeff once face to face, a decade ago, we do exchange emails, mostly about the mysteries of direct mail. He's the master. I'm the cravenly humble student. Jeff sent me the manuscript for his book a few months ago, to see what I thought. I read it once. I read it twice. And now I flip through it repeatedly every chance I get. Why? Because I write fundraising direct mail for a living. And the only reason I have long-standing clients is because I make them money. And the only reason I can predictably make them money is because I've learned from incomparable masters like Jeff. He is at the very front of a very short line of experts. This book fully reveals what runs through Jeff's mind as he writes a successful direct mail appeal. It's fascinating and unpredictable. There is nothing else like it in the how-to book market (and I buy them all, out of desperation). Jeff's new book is a gift to the nonprofit world. Buy it. Learn from the very best.
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10 of 10 people found the following review helpful By Andrew S. Rogers VINE VOICE on September 21, 2012
Format: Paperback Verified Purchase
At the dedication of the Soldiers' National Cemetery at Gettysburg in 1863, keynote orator Edward Everett spoke for over two hours. Abraham Lincoln then spoke for barely two minutes. Later, Everett wrote to the president, "I should be glad if I could flatter myself that I came as near to the central idea of the occasion, in two hours, as you did in two minutes."

Out of interest or necessity, I've read a lot of books about nonprofit fundraising. Books for writers and designers, books for nonprofit staffers and board members, books for volunteers or one-person shops -- but like Everett at Gettysburg, none of those books, some quite long, have come quite "as near to the central idea" of direct-marketing fundraising (some haven't come anywhere *close* to as near) as Jeff Brooks has in the brief but powerful "The Fundraiser's Guide to Irresistible Communications."

Now, here is where I disclose that I know Jeff Brooks. In fact, we've worked together for some sixteen of the last 20 years, usually with him as creative director on projects where I was the writer. But this is a completely uncompensated endorsement. And what my vantage point lets me tell you is that the "real-world, field-tested strategies for raising more money" Jeff discloses here are the real thing, empirically verified by thousands of mail packages, e-mail appeals, radio specials, and other fundraising tools he has employed and mastered over the years.

Most of those other books go into more detail, with appendices of sample letters, chapters on creating a marketing schedule or long-term donor maintenance. But none of them capture the *spirit* of effective fundraising, or convey that spirit quite as entertainingly, as Jeff does. So much of what makes good fundraising effective is counterintuitive.
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9 of 10 people found the following review helpful By Roger M. Craver, Editor, The Agitator on September 24, 2012
Format: Paperback
If you don't do anything else today, take a moment and order this gem.

In fact, order several copies - especially extras for your CEO, program folks and key board members. I guarantee it'll soon have a dog-eared, underlined and well-worn place on your bookshelf providing tested ammunition to counter all the copy-related nonsense you encounter.

Not only is Jeff's Guide jam-packed with practical advice on copywriting (long vs. short messages...grammar for fundraisers...the importance of being urgent...not to mention the importance of being plain, corny and obvious) it's written by a leading advocate of donor-focused fundraising.

It's no wonder that some of the best in the business are raving about Jeff's new book. Copy genius Tom Ahern calls Jeff's book "an instant classic that will be read and re-read obsessively by the fundraisers of this world."

Katya Andresen [ the brilliant Chief Strategy Office over at NetworkforGood and author of "Robin Hood Marketing" describes Jeff's Guide as "A fundraiser's breakfast of champions--bread-and-butter fundraising wisdom based on years of experience."

And fundraising veteran Stephen Hitchcock,former CEO of Mal Warwick & Associates and author of "Open Immediately: Straight Talk on Direct Mail Fundraising" says, "This brief book is packed with practical advice and research to back it up. It's a delight to read as well." Stephen also suggests "Give this book to everyone in your organization--and to your best board members."

In a world where too many pay lip service to becoming `donor-centric' while failing to put it into practice, Jeff gives us the "why" and "how" of creating copy that puts the donor first and foremost. Here's his advice:

"Here's what's most important to remember.
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