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How to Write Fundraising Materials That Raise More Money: The Art, the Science, the Secrets 1st Edition

4.6 out of 5 stars 21 customer reviews
ISBN-13: 978-1889102313
ISBN-10: 1889102318
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  • How to Write Fundraising Materials That Raise More Money: The Art, the Science, the Secrets
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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.

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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 (21 customer reviews)
  • Amazon Best Sellers Rank: #121,031 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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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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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For such a tough topic, fundraising I thought is was rather well. Talks about tricks of trade. Which words to use and which ones not to use. How to address people and ultimately how to raise more money for a cause.

Very nice easy reading filled with personality writing style. It's worth the time and money. Go ahead, close your eyes, and but the book:)
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Good book, but not designed for professional fundraisers. Greta for volunteers, board members or anyone needing to write for fundraising. In general anyone can benefit who needs to write for others to read and act on.
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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. This book is written by someone that knows exactly what he is talking about and how to convey it to someone is new to the business. I would highly recommend this book for the beginner and those looking for new ideas.
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Love raising money and not afraid to work for it. You have to be willing to put your work ethic out there.
You want you have to go and get it. This book provides you with the tools and awesome ideas.
You must be prepared to follow thru. Make your dreams a reality.
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I ordered this for a Tom Ahern seminar I was attending. He skimmed through the book, but so far what I have read has been great. It makes my job working in the Fundraising Office a lot easier, knowing that help like this is available. Ahern makes things more comfortable for you; a-kick-your-shoes-off-and-relax-at-your-job-finally easy. I can't wait to start implementing some of Tom Ahern's techniques!
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