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

ISBN-13: 978-1889102313 ISBN-10: 1889102318 Edition: 1st

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How to Write Fundraising Materials That Raise More Money: The Art, the Science, the Secrets + Seeing Through a Donor's Eyes: How to Make a Persuasive Case for Everything from Your Annual Drive to Your Planned Giving Program to Your Capital Campaign + The 11 Questions Every Donor Asks and the Answers All Donors Crave: How You Can Inspire Someone to Give Generously
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Product Details

  • Paperback: 187 pages
  • Publisher: Emerson & Church Publishers; 1 edition (February 15, 2007)
  • Language: English
  • ISBN-10: 1889102318
  • ISBN-13: 978-1889102313
  • Product Dimensions: 8.5 x 5.5 x 0.5 inches
  • Shipping Weight: 6.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #20,871 in Books (See Top 100 in Books)

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!

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.


More About the Author

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Customer Reviews

4.6 out of 5 stars
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I found this book incredibly motivating, informative, stimulating, and fun to read.
A. Johnson
This book is easy to read, makes you laugh, teaches you how to write better and helps you raise more money.
Alexcia Whitecrow
I would highly recommend this book for the beginner and those looking for new ideas.
CMC

Most Helpful Customer Reviews

17 of 17 people found the following review helpful By Harvey McKinnon on June 18, 2007
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.
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14 of 15 people found the following review helpful By Richard E. Schwartz on May 20, 2007
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.
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8 of 8 people found the following review helpful By Mal Warwick on April 21, 2007
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.
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5 of 6 people found the following review helpful By Mary Akylas Harman on October 15, 2007
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!
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2 of 2 people found the following review helpful By Busy on September 12, 2009
Format: Paperback 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!
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2 of 2 people found the following review helpful By A. Johnson on October 11, 2007
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.
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1 of 1 people found the following review helpful By A. K. Crews on April 16, 2010
Format: Paperback Verified Purchase
Great book! It was easy to read through, but also easy to look up essential information later. Highly recommended.
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2 of 3 people found the following review helpful By Debra Smith on August 8, 2008
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.
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