On a scale of 1 to 10 (10 being the best) how would you rank yourself as a writer? A 5 or 6 perhaps? Maybe a 7? Then you already have a good set of skills. Now, combine your own talent with the field-tested advice of America's top fundraising writer, and you're steps away from boosting your returns by 15, 17, even 20 percent. Just by tweaking the way you already write. Tom Ahern is an authority on donor communications, but he can also teach. In recent years, CASE, the fundraising association for higher education, has named him a "Faculty Star," acknowledging the unusually high ratings his workshops receive. Tom has squeezed virtually everything he knows into this book. Everything you'd learn in his workshop is here and much more. And because Tom has worked with organizations of every kind, his advice is relevant whether yours is an easy sell like a community hospital or a niche cause like an historic house. Complements Ahern's acclaimed book, Seeing Through a Donor's Eyes.
 |
Save up to 70% when you rent your textbooks on Amazon. Keep your textbook rentals for a semester and rental return shipping is free. |
Book Description
Frequently Bought Together
Editorial Reviews
Review
"A tasty feast of ideas, secrets, and uncommon concepts. It guarantees your success at writing materials that sizzle and inspire." -- Jerold Panas, Author of Asking and The Fundraising Habits of Supremely Successful Boards
"Get the book and read it! It has bucket loads of common sense practical advice." -- Richard Radcliffe
"Tom Ahern not only writes intelligently about writing, he writes extraordinarily well. His book is a call to action." --Kay Sprinkel Grace, Author of Over Goal!
"Get the book and read it! It has bucket loads of common sense practical advice." -- Richard Radcliffe
"Tom Ahern not only writes intelligently about writing, he writes extraordinarily well. His book is a call to action." --Kay Sprinkel Grace, Author of Over Goal!
From the Publisher
As journalist Gene Fowler put it, "Writing is easy. All you do is stare at a blank sheet of paper until drops of blood form on your forehead."
Certainly, many of us in fundraising feel that way.
Whenever we're called upon to draft a solicitation letter, or write copy for the website, or produce a few passages for the annual report, or, heaven forbid, long stretches of a proposal or case statement, we sit there ... and if we're lucky crank out serviceable prose. Few would call it sparkling.
And too few are moved to write a check in response.
Each year, bland writing costs organizations mountains of revenue.
A) There's the expense of producing the materials - the printing, production, and processing, to say nothing of the postage costs.
B) But much more consequential is the lost revenue - the money not raised when these homogenized materials fail to connect with the very people who would donate if they were motivated by what they read.
It needn't be this way, and it won't be this way any longer for those who invest a few hours in Tom Ahern's new book, How to Write Fundraising Materials that Raise More Money.
But here's a twist: Even if you don't write much, you should read this book. Why? Because it's about more than writing - much more.
In truth, the publisher might have called the book: Getting inside the mind of donors and communicating in a way that inspires their loyalty and generosity.
What Ahern does ¬- while showing you how to craft your materials - is to plumb the psychology of donors, uncovering what stimulates interest and instills confidence. His advice applies to all forms communications, written and verbal.
The short odds are that How to Write Fundraising Materials that Raise More Money will secure a spot in the pantheon of the best fundraising books ever written. Communicating with donors is the bedrock of all fundraising. And no book addresses this topic with such virtuosity.
Product Details
Would you like to update product info or give feedback on images? |
More About the Author
Discover books, learn about writers, read author blogs, and more.
Customer Reviews
Most Helpful Customer Reviews
15 of 15 people found the following review helpful
Format:Paperback
For research purposes, I have more than 30,000 direct mail samples, countless annual reports, and hundreds of newsletters in my business library. And I'd say probably anywhere from 2 to 3% of them are really good (that means they raise a lot of money). They practice what Tom Ahern teaches you in his new book.
If you've ever had the opportunity to see Tom present - and he presents at many conferences around North America - then you'll know why you need this book. His way of thinking about donors, and what they want, will enable you to improve almost any donor-directed publication that you produce.
I strongly encourage anyone working for a nonprofit to buy this book - almost certainly it will improve the quality of the information you give to your donors, and the amount of money they give to you.
If you've ever had the opportunity to see Tom present - and he presents at many conferences around North America - then you'll know why you need this book. His way of thinking about donors, and what they want, will enable you to improve almost any donor-directed publication that you produce.
I strongly encourage anyone working for a nonprofit to buy this book - almost certainly it will improve the quality of the information you give to your donors, and the amount of money they give to you.
12 of 13 people found the following review helpful
Format:Paperback
Two great things about Tom Ahern: 1) he writes in crisp, clear, jargon-free language, and 2) virtually every sentence contains advice or a tip I can actually use. In this straightforward but packed book, he taught me to always put myself in the donor's shoes when I'm writing, to never write anything that doesn't include an offer, to run like hell from "writing by committee", the emotional triggers that get people reaching for their wallets, and how to write great headlines and good copy. I'm not sure what else you can ask from a book that fits in your back pocket, reads deliciously the second and third time, and even apologizes for leaving out a chapter he'd call "Feeling Stupid". Feeling stupid is what you should feel if you don't order this book right after you finish this review.
8 of 8 people found the following review helpful
By Mal Warwick
Format:Paperback
You can find lots of stuff in print about writing fundraising materials -- but you won't find any book that's more squarely on point or more clearly and compellingly written. Tom Ahern is a master of writing for results. This superb new book is a must for anyone who writes to raise money.
5 of 5 people found the following review helpful
Format:Paperback
I could not put Tom's book down and read it in a night. There are some many great tips and insights -- I will not write another thing without this book at my side!
2 of 2 people found the following review helpful
By Busy
Format:Paperback|Amazon Verified Purchase
Although I have listened to Tom make presentations, he goes so fast that you forget some of the "secrets" of fundraising he mentions. This book is full of those ideas and is a great way to remember what he said. However, anyone reading it will find it easy to read, very practical, and more than helpful. Now...to go do what he suggests!
2 of 2 people found the following review helpful
By A. Johnson
Format:Paperback
The material in this book is as invaluable as the style in which it is written. I found this book incredibly motivating, informative, stimulating, and fun to read. Thanks Tom! I feel utterly refreshed and excited to write now, instead of dreading it.
1 of 1 people found the following review helpful
By A. K. Crews
Format:Paperback|Amazon Verified Purchase
Great book! It was easy to read through, but also easy to look up essential information later. Highly recommended.
2 of 3 people found the following review helpful
By Debra Smith
Format:Paperback
I have always been inspired by Tom. Never have I read a better, more helpful and concise book. It is a joy to read and you will definitely benefit both personally and professionally from the tips that he shares. If you ever get to see a presentation by Tom in person, RUN (don't walk) to your seat in the lecture hall. His tips are practical, entertaining and based in science and experience. Thank you Tom for your contributions to our profession.
Most Recent Customer Reviews
5.0 out of 5 stars
Easy read, very informative.
This was an easy read and very informative, especially for someone like me who is new to writing fundraising materials. Read more
Published 13 months ago by mln
4.0 out of 5 stars
Very Helpful!
Being new at fund-raising,I was very pleased to find a book that was written in language I could understand. Every industry has their own "language" and this one is no different. Read more
Published 13 months ago by CMP
1.0 out of 5 stars
not helpful
I was too ambitious, I guess. This book did not tell me at all how to write anything. It told me the author's stories of what he did for people that paid him to get funding for... Read more
Published 23 months ago by S. NWADIEI
5.0 out of 5 stars
The best primer on writing donor centered copy bar none!
I was struggling mightily with an email campaign when this book arrived in the post. I sat down and read the book in an hour and produced copy that got exceptional results under... Read more
Published on June 5, 2011 by Pamela
4.0 out of 5 stars
How to write fundraising materials that raises more money
generally, it's a well taught and expounded book that very few books explain so very clearly in detail. Read more
Published on February 10, 2008 by C. Chandra Mohan
5.0 out of 5 stars
Just Read It!
This book is easy to read, makes you laugh, teaches you how to write better and helps you raise more money. It just doesn't get any better any this. Read more
Published on July 26, 2007 by Alexcia Whitecrow
Books on Related Topics
(learn more)
|
What Other Items Do Customers Buy After Viewing This Item?
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
Listmania!
So You'd Like to...
Look for Similar Items by Category
- Books > Business & Investing > Industries & Professions > Nonprofit Organizations & Charities
- Books > Business & Investing > Marketing & Sales > Advertising
- Books > Business & Investing > Skills > Business Writing
- Books > Education & Reference
- Books > New, Used & Rental Textbooks > Business & Finance
- Books > New, Used & Rental Textbooks > Reference
- Books > Professional & Technical > Accounting & Finance > Accounting
