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

by Tom Ahern

You already know the most valuable trait for a successful fundraiser. That would be integrity. But what ranks second? It would have to be persuasiveness. Whether in writing, in person, or on the phone, you are CONSTANTLY making the case for your project or organization. And helping you hone your persuasive skills is at the heart of Tom Ahern's book. Ask him why he wrote it and he'll tell you this. Too many fundraisers both verbally and in writing fall flat when asked the Why should I support you? They stammer, equivocate, lapse into jargon they do everything but make a convincing case to the would-be donor. If that describes you, then your capital campaign, annual drive, planned giving program, even your website is raising far less than it could if you adopted Tom's field-tested advice for selling your mission and vision.

Genres: Writing, Professional Development, Business, Nonfiction, Reference

187 pages, Paperback

First published February 15, 2007

Reviews

[krystal]

I’ve read a ton of fundraising materials and a few books here and there. The good thing about this book is that, like a great appeal, it gets to the point very quickly. There are some really great tips and practices to add into my own writing. It’s so good that I just bought a copy for my office as we move towards our next capital campaign.

[MountainsMama]

Includes useful examples of specific phrases to employ in fundraising materials—e.g. “Here’s how your $25 can make a difference.” The advice didn’t help me gain a clear vision of an overarching fundraising strategy (but I suppose that’s what people hire marketing managers for.)

[Carmen]

Some great tips for fundraising! Recommended for anyone in not for profit devo or management

[Ruth]

Honest, helpful, direct. A great book to keep handy as your fundraising letter outline.

[Rachel Ramjattan]

Most nonprofit newsletters put donors to sleep. Uninspiring organization centred stories, tiny print, too much text... If you'd like to create newsletters that donors look forward to receiving, this book by Tom Ahern will show you how.

[Natalie]

Practical, process-oriented, with breaks for levity—good fundraising and donor-centric tips for beginner-to-intermediate marketers and copywriters.

[Suzanne]

Fast metro read and can be applied to any persuasive writing.

[Malcolm Sproull]

Spot on. Concise. Proven. Apply what he says.

[Amy]

A lot of information to digest, but I'm very excited to put Tom's tips and methods to use when I am given the chance to.