The Mercifully Brief, Real World Guide to… Raising More Money With Newsletters Than You Ever Thought Possible
Countless organisations are raising more money with their newsletter than with traditional mail appeals. And after reading Tom Ahern’s acclaimed book, you’ll understand why.
Great newsletters, as distinguished from the mundane ones many of us receive, have so much more going for them. For starters, they deliver real news (not tired features such as “From the Director’s Desk” and “Introducing Our New Staff”). They make the donor feel important. They use emotional triggers to spur action. They’re designed in a way to attract both browsers and readers. And they don’t depend on dry statistics to make the organisation’s case.
The essence of Ahern’s book centres around seven fatal flaws, which he exposes one by one.
About Tom Ahern
Tom Ahern is recogniaed as one of North America’s top authorities on nonprofit communications. He began presenting his top-rated Love Thy Reader workshops at fundraising conferences in 1999. Since then he has introduced thousands of fundraisers in the U.S., Canada and Europe to the principles of reader psychology, writing, and graphic design that make donor communications highly engaging and successful. He founded his consulting practice in 1990.
Tom Ahern’s other books include:
- How to Write Fundraising Materials that Raise More Money
- Seeing Through a Donor’s Eyes.
