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JANUARY 2015
Upcoming Workshops
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Click here to download a list of workshops offered by Tom Ahern.
Recent Newsletters
15.2: Low grade levels speed up comprehension.
It's just good customer service. Talking down.
15.1: It's up to fundraisers to know how donor communications work best.
Your boss isn't the problem, necessarily
14.21: Tom's big prediction for 2015
Baby boomers bulldoze all-time fundraising record
14.20: "Gift of joy" + Dr. Frankl's pursuit of purpose: "Reciprocity" goes both ways
They gave you their hard-earned money. What can you give them back, to fulfill the psychological dictates of "reciprocity"?
14.19: Name the #1 distraction in fundraising? Bosses, bless their hearts
Which approach raises the most funds: (1) a well-argued appeal that explains the problem and offers statistical proof; or (2) an emotional appeal that tells a sad story? In short, which is better: stories or statistics?
Reprinting Material
Feel free to reprint, with attribution, articles from this website and Ahern's Love Thy Reader e-newsletter. Many already do. Please let your readers know that they can SUBSCRIBE to my e-newsletter for FREE. Thank you!
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LATEST E-News....
New IRS ruling warns that NGOs without an effective bequest marketing program are too stupid to live
It's a rich story. Read it here.
11/09/14
LATEST E-News....
Online giving soars to almost nothing
There was a massive amount of little to report for another year
Here's why print won't be going away any time soon.
11/09/14
LATEST E-News....
How do you measure "donor happiness"?
Response to your donor newsletter is a surprisingly accurate gauge.
Give your newsletter a higher purpose, as a thermometer of donor warmth or chilliness. Read this important e-news here .
11/09/14
2015 season begins!
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11/03/14
NEW client
Boston Children's Hospital Trust
Just audited their donor newsletter
Most fun I've had in months. Great organization!

Test your own knowledge of what should be in an effective donor newsletter, with this "images only" audit, downloadable as a PDF .
09/28/14
The sky's the limit when you advertise...
Community foundation "bequest marketing" program soars in just 4 years
This particular community foundation began its bequest marketing program in 2010, once their board voted enough money to make a fair test using targeted advertising on public radio, arts program books, bar journals, and a few other pubs. I worked with them on their planning, then wrote the advertising and collateral. We built a basic sales lead funnel.

I just got the report from them, 4 years in.

Since 2010, with advertising, this community foundation has doubled the number of pledgers in its legacy society, to just about 150.

They've already realized bequests since 2010 worth $15.9 million, some of that from recent society members (RIP).

And "at least four people who requested our bequest brochure already have created permanent funds during their lifetimes."

Not a bad ROI on what I think was a $50K or so initial investment.
09/28/14
In distant second place, Kivi Leroux Miller
Ahern webinar crushes old Bloomerang record
Kivi had 580 sign-ups. It looks like mine's going over 1,000. [Ultimately, 1,114 sites registered.] Kivi brings 'em in. She's dangerously charismatic. But I'm about to double her record. And I was born charisma-deficient. What's the diff? I wonder.
09/23/14
Now appearing in the free PDF downloads
Is this the best United Way Annual Report in America?
One of Dr. Adrian Sargeant's 7 reasons why donors remain loyal to a charity is this: you take them on a journey. This particular UW AR, under the close stewardship of ED, Julie Capaldi, does an extraordinary job of deeply communicating with readers' emotions, using techniques like donor-centricity and a bold, storytelling style. [Here's the downloadable PDF. ] Jeff Brooks: "Ugly works. Tacky works. Corny, embarrassing, and messy all work. In print, or in digital."
09/21/14
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Copyright © 2005-2015 & ∞, by Tom Ahern and Ahern Donor Communications, Ink. All rights reserved. Cool portrait photo: Jonathan Feist
10 Johnson Road, Foster, RI 02825, Phone: 401-397-8104, Email: a2bmail@aol.com Twitter handle: thattomahern.