What Your Donors Want...and Why
What Your Donors Want...and Why!
The Ultimate Guide to Successful Fundraising Communications
by Tom Ahern, 171 pp
The New York Times has called Tom Ahern "one of the country's most sought-after creators of fundraising messages." He's also a wildly popular trainer, introducing fundraisers around the world to the secrets of persuasion and donor-centricity.
What Your Donors Want...and Why! is his latest and most impassioned book. In its chapters, nonprofits learn how to treat donors as customers (and why that matters so much to income) ... how to organize communications around the prime metric of Lifetime Value (LTV) ... and how to answer the Big Three questions required in a high-performance case for support.
What Your Donors Want...and Why! bases its advice on the latest research. It debunks common myths such as "increased awareness raises more money." It explores in depth the psychology and neuroscience behind loyal donors.
Written in Tom Ahern's easy-going jargon-free style, What Your Donors Want...and Why! is heavily illustrated with recent real-world examples from charities of all sizes.
About the Author
Tom Ahern is considered one of the world’s top authorities on how to make donor communications more profitable. He is author of Seeing Through a Donor’s Eyes, How to Write Fundraising Materials that Raise More Money, and Making Money with Donor Newsletters, all published by Emerson & Church. He collaborated with Adrian Sargeant and psychologist Jen Shang on prototyping innovative direct mail packages for PBS TV. As a “message strategist” he’s won three prestigious IABC Gold Quill awards, all for nonprofit communications campaigns that achieved unusual success.