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Writing your case for support
Crafting direct mail and other donor correspondence
Developing popular donor newsletters
Down-to-earth training in best practices
Auditing donor communications programs for effectiveness
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Newsletters
2013
• 13.01: Composing a satisfying thanks: Wikipedia did
One way to build trust is by answering questions before they're asked.
• 13.02 Know thy customer ... Who's buying you?
Customer satisfaction. Customer knowledge. Serious marketers obsess over them. But not fundraisers.
• 13.03 Want to deepen your "culture of philanthropy"? That requires adding so-called "social information" to your messaging stew.
Social Information = Donor Growth Hormone
• 13.04 Bequests: The other white meat?
"Planned giving" might well be a major marketing misstep....
• 13.05 What things make me generous? Confessions of a donor.
Speaking from the heart.... Why I give
• 13.06 Confessions of a donor ... part 2!
"Donors spotted near deep-ocean hydrothermal vent..." What do we really know about them?
• 13.07 The charity newsletter: Friend or foe?
Getting past your unprofitable fears
2012
• 12.01: Following in the footsteps of your promise
They chose your charity for a reason, when they gave that first time. Your donor newsletter should reflect, not neglect, that reason.
• 12.02: Charity newsletters
Extraordinary experiences ... for the rest of us.
• 12.03: The brain according to me
Neuroscience is the most important force at work in fundraising today. Or it should be.
• 12.04: Cheryl and Kathy ask good grassroots questions
About donor newsletters & more
• 12.05: Why we put a lot of charity in our will
The secret life of donors
• 12.06: Are thanks really necessary?
Some experts say, "No."
• 12.07: Readers of this newsletter rise in defense of thanking the heck out of donors. Trinkets get the boot.
No thanks? "No, thanks!"
• 12.08: "Dear Thomas..." or "Dear Tom..."
How would you like to be addressed? Does your favorite charity's database know the difference? Probably not.
• 12.09: What role do e-newsletters play in fundraising?
They're lousy at bringing in donations, a veteran copywriter observes.
• 12.10: Now entering the fundraising arena: the next big generation of donors. In the US, they will be ages 55-75.
Rise of the baby boomers -- again?
• 12.11: So, there!
Email newsletters don't get results? Some highly indignant email fans beg to powerfully differ.
• 12.12: The person signing your appeal might wonder...
Why does good direct mail sound so weird?
• 12.13: It's the wrong answer to a great question. So let's do something else.
Elevator speech? Ride to nowhere.
• 12.14: Tell little stories all over the place. The human mind laps that stuff up.
Notes from neuroscience
• 12.15: "Non-profit?"
Donors have no idea what you do with their money. And frankly? They suspect the worst!!!
• 12.16: Meet Jane
Your "One size fits all ages" appeals ignore a juicy fact: a 70-something is way different than a 50-something.
• 12.17: Look, your newsletter is in fact a "customer service experience"
And the content donors like to read? It's what charities so rarely say.
• 12.18: The Warren Buffett lesson
A printed annual report is a different experience than an online annual report, for a couple of reasons.
2011
• 11.01: The nuts and guts of a successful bequest-sales strategy
Proper bequest marketing, per Radcliffe, part 2
• 11.02: A troubled mind walks into a bar
A few things I want to get off my fat-flated chest, as 2011 ignites.
• 11.03: The 5 Realizations Approach
Finding the Path to Donor Nirvana
• 11.04: Most donor communications do not achieve anything like the desired results, thanks to an error as common as salt in sea water
The Hidden Killer - A Simple Misunderstanding
• 11.05: B4 u do yr annual report
Repeat after me: "I am a marketer!" And consider a few donor-friendly models, for inspiration.
• 11.06: "Dear donors: We're happy to say, we have switched to a digital annual report."
Happy? R U really so sure?
• 11.07: How a $1,000 gift was born
Does your staff know what to say to strangers, should the occasion arise?
• 11.08: Which is your next priority, younger donors or boomers?
An infatuation with younger donors can distract you from the real work at hand: cultivating boomers as they start their bell lap.
• 11.09: Is that your future calling?
Lately, my crystal ball is waking me up ... with unnerving predictions
• 11.10: Playing to lose
What happens when know-nothings are allowed to outvote the fundraiser? A sure-fire recipe for failure.
• 11.11: Social Information: A gentle nudge in the right direction
Dr. Sargeant finds that the mere mention of what another donor gave leads to copycats & increased giving
• 11.12: You're selling forest. You're not selling trees.
Donors give to the mission. If you're getting great results, feel free to spend their gifts as you see fit. (Though Charity Navigator might disagree.)
• 11.13: Meet AIDA: the sales formula, not the opera
This oldie but goody makes writing a direct mail letter faster and far easier.
• 11.14: The Verbatim Rule
You know, it just makes sense.
• 11.15: In direct mail, all responses, even complaints, are good
Hoping you'll offend no one? That's the wrong star to wish on.
• 11.16: The "planned giving" newsletter: Does anyone really need these things?
Pity the trees that died in the pursuit of lackluster results.
• 11.17: The Domain Formula for donor newsletters
Certified Proven (unlike the others)
2010
• 10.01: Idiot's guide to time management
I fidget, you fidget, we all fidget.
• 10.02: Donor profiles in your newsletters: Worth the trouble?
They can lead to bigger things ... or nowhere. You decide.
• 10.03: Young heads are different heads
Are younger donors alive ... or dead to you?
• 10.04: Is direct mail dead? (No, it's just dull.)
My goal? Entertain the heck out of the reader.
• 10.05: "I'll never give you a penny again!" Music to my ears.
Here's a terrific direct mail concept the client refused to try. Take it if you want ... and if you dare.
• 10.06: Your strategic plan = your case for support?
No! Don't! "The bridge is out"!!!
• 10.07: Oh, man, did Dale Carnegie have it right.
How to win friends and influence people: Donor bequest edition...
• 10.08: Why gifts matter
They buy impact and self-esteem
• 10.09: Why, oh why, don't they trust you?
"Because I don't pee like Jesus."
• 10.10: How to produce powerful case statements
Approvals, the delicate art of
• 10.11: Connecting gift and impact
The 2 dots that matter
• 10.12: The outrageous Mr. Radcliffe wishes a word
Bequest marketing the right way
2009
• 9.01: Does your boss or board chair get to approve your stuff? Abandon all hope, ye who enter here.
Sad but true: Most donor communications are built to fail
• 9.02: If your paper newsletter is a flop, switching to electronic won't help.
Two key questions answered about newsletters
• 9.03: I just wrote a couple of appeals for a big hospital. This time I took notes. Here's how to get a better letter.
Your next direct mail appeal: Will it burst into song?
• 9.04: "Deserving charity"? There's no such thing.
No one owes you a gift, as this "inside a donor's mind" report makes clear.
• 9.05: Take the Donor-Centered Pledge (or die)
23 rules to live by (instead)
• 9.06: Straight to trash? The avoidable, sad fate of most annual reports
Entertain me with stories. Put stats in perspective.
• 9.07: Writing a fabulous case is easy
You're just answering questions
• 9.08: Bill's amazing "Warm Words" campaign
Bill Pratt decided to raise something other than money for once, and joyous response flooded in
• 9.09: A campaign case is a series of talking points
Report from the front lines
• 9.10: The perfect "eventless" fundraising event
Arts charity raises money year round: Pick a day, any day. And fund it.
• 9.11: Are you a funds-raiser or a funds-depleter?
Basing your metrics on acquisition is like trying to bail a boat with a sieve. You work hard, but you still sink.
• 9.12: Dr. Sargeant says you're only doing half your job
And he has the data to prove it.
• 9.13: Release your inner archer: Learn to shoot message arrows
Targets? The vulnerable hearts and curious minds of your donors
• 9.14: Valuable direct mail concept absolutely free
Do you have the guts to try something different? My client didn't.
• 9.15: Deciding what goes into your donor newsletter
Here's the easiest explanation I've ever come up with
• 9.16: Qualityspotting
How do you know when your donor materials are strong enough for the outside world?
2008
• 8.01: Acquiring new donors through direct mail: Measuring success
Measuring donor acquisition programs
• 8.02: Why is giving by bequest so rare in the U.S.?
Reviving your "death brochure"
• 8.03: Would you buy a mattress from this charity?
What you do vs. why you matter
• 8.04: How to write a good donor-centric headline
Writing a winning headline
• 8.05: Does your stuff suffer from jargon breath?
Adopt a zero-jargon policy and you'll raise more money
• 8.07: What is news?
Making donor news the right way
• 8.08: Obama's Web 3.0 campaign: Rewarding role model? Or risky distraction?
Are e-newsletters dead?
• 8.09: Richard Radcliffe has your back
Are you marketing bequests? (Right.) Or "planned gifts"? (Wrongo.)
• 8.10: When you're feeling a little irrelevant...
Do you know the real you? The one donors really care about? Likely not, thanks to the "curse of knowledge." But there's an easy way (fun, too) to see yourself anew. Read on.
• 8.11: The dirty truth about cases
Bitter truth? Maybe a quarter of the cases I'm hired to write never reach the finish line. Interesting tale, that.
• 8.12: Why won't paper die?
Everyone's drumming their fingers, waiting for paper to expire as a communications medium. Sorry.
• 8.13: Can direct mail be a cash cow for smaller nonprofits? Think "cash calves" instead.
Mass-market expectations yield disappointing results at local levels. Take heart, though: direct mail is about far more than instant cash.
• 8.14: "Hi. My name's Inertia. And I'll be disappointing you from this day forward. I know you have many obstacles to surmount, so I'm thrilled that you've named me Number One."
Meet the enemy: Inertia
2007
2006
2005
2004
2003
• 3.01: Analytical types: Good to the last objection
Part one of four personality types...
• 3.02: Amiables: Smile and say "Howdy!"
Part two of four personality types...
• 3.03: Expressives crave the new
Part three of four personality types...
• 3.04: Bottom-Liners leap to conclusions (and that's a good thing)
Part four of four personality types...
• 3.05: Are you interesting (especially to donors)?
Communications basics...
• 3.06: The Abraham Lincoln lesson
Case basics...
• 3.07: A surefire story formula
Case basics...
13.07 The charity newsletter: Friend or foe?, Getting past your unprofitable fears
13.06 Confessions of a donor ... part 2!, "Donors spotted near deep-ocean hydrothermal vent..." What do we really know about them?
13.02 Know thy customer ... Who's buying you?, Customer satisfaction. Customer knowledge. Serious marketers obsess over them. But not fundraisers.
13.03 Want to deepen your "culture of philanthropy"? That requires adding so-called "social information" to your messaging stew., Social Information = Donor Growth Hormone
13.04 Bequests: The other white meat?, "Planned giving" might well be a major marketing misstep....
13.05 What things make me generous? Confessions of a donor., Speaking from the heart.... Why I give
13.01: Composing a satisfying thanks: Wikipedia did, One way to build trust is by answering questions before they're asked.
12.17: Look, your newsletter is in fact a "customer service experience", And the content donors like to read? It's what charities so rarely say.
12.16: Meet Jane, Your "One size fits all ages" appeals ignore a juicy fact: a 70-something is way different than a 50-something.
12.15: "Non-profit?", Donors have no idea what you do with their money. And frankly? They suspect the worst!!!
12.14: Tell little stories all over the place. The human mind laps that stuff up., Notes from neuroscience
12.13: It's the wrong answer to a great question. So let's do something else., Elevator speech? Ride to nowhere.
12.12: The person signing your appeal might wonder..., Why does good direct mail sound so weird?
12.11: So, there!, Email newsletters don't get results? Some highly indignant email fans beg to powerfully differ.
12.10: Now entering the fundraising arena: the next big generation of donors. In the US, they will be ages 55-75., Rise of the baby boomers -- again?
12.07: Readers of this newsletter rise in defense of thanking the heck out of donors. Trinkets get the boot., No thanks? "No, thanks!"
12.04: Cheryl and Kathy ask good grassroots questions, About donor newsletters & more
12.05: Why we put a lot of charity in our will, The secret life of donors
12.06: Are thanks really necessary?, Some experts say, "No."
12.08: "Dear Thomas..." or "Dear Tom...", How would you like to be addressed? Does your favorite charity's database know the difference? Probably not.
12.09: What role do e-newsletters play in fundraising?, They're lousy at bringing in donations, a veteran copywriter observes.
12.03: The brain according to me, Neuroscience is the most important force at work in fundraising today. Or it should be.
12.02: Charity newsletters, Extraordinary experiences ... for the rest of us.
12.01: Following in the footsteps of your promise, They chose your charity for a reason, when they gave that first time. Your donor newsletter should reflect, not neglect, that reason.
12.18: The Warren Buffett lesson, A printed annual report is a different experience than an online annual report, for a couple of reasons.
11.17: The Domain Formula for donor newsletters, Certified Proven (unlike the others)
11.16: The "planned giving" newsletter: Does anyone really need these things?, Pity the trees that died in the pursuit of lackluster results.
11.15: In direct mail, all responses, even complaints, are good, Hoping you'll offend no one? That's the wrong star to wish on.
11.14: The Verbatim Rule, You know, it just makes sense.
11.13: Meet AIDA: the sales formula, not the opera, This oldie but goody makes writing a direct mail letter faster and far easier.
11.12: You're selling forest. You're not selling trees., Donors give to the mission. If you're getting great results, feel free to spend their gifts as you see fit. (Though Charity Navigator might disagree.)
11.11: Social Information: A gentle nudge in the right direction, Dr. Sargeant finds that the mere mention of what another donor gave leads to copycats & increased giving
11.09: Is that your future calling?, Lately, my crystal ball is waking me up ... with unnerving predictions
11.10: Playing to lose, What happens when know-nothings are allowed to outvote the fundraiser? A sure-fire recipe for failure.
11.06: "Dear donors: We're happy to say, we have switched to a digital annual report.", Happy? R U really so sure?
11.07: How a $1,000 gift was born, Does your staff know what to say to strangers, should the occasion arise?
11.08: Which is your next priority, younger donors or boomers?, An infatuation with younger donors can distract you from the real work at hand: cultivating boomers as they start their bell lap.
11.05: B4 u do yr annual report, Repeat after me: "I am a marketer!" And consider a few donor-friendly models, for inspiration.
11.04: Most donor communications do not achieve anything like the desired results, thanks to an error as common as salt in sea water, The Hidden Killer - A Simple Misunderstanding
11.02: A troubled mind walks into a bar, A few things I want to get off my fat-flated chest, as 2011 ignites.
11.03: The 5 Realizations Approach, Finding the Path to Donor Nirvana
11.01: The nuts and guts of a successful bequest-sales strategy, Proper bequest marketing, per Radcliffe, part 2
10.12: The outrageous Mr. Radcliffe wishes a word, Bequest marketing the right way
10.09: Why, oh why, don't they trust you?, "Because I don't pee like Jesus."
10.08: Why gifts matter, They buy impact and self-esteem
10.10: How to produce powerful case statements, Approvals, the delicate art of
10.11: Connecting gift and impact, The 2 dots that matter
10.07: Oh, man, did Dale Carnegie have it right., How to win friends and influence people: Donor bequest edition...
10.06: Your strategic plan = your case for support?, No! Don't! "The bridge is out"!!!
10.05: "I'll never give you a penny again!" Music to my ears., Here's a terrific direct mail concept the client refused to try. Take it if you want ... and if you dare.
10.01: Idiot's guide to time management, I fidget, you fidget, we all fidget.
10.02: Donor profiles in your newsletters: Worth the trouble?, They can lead to bigger things ... or nowhere. You decide.
10.03: Young heads are different heads, Are younger donors alive ... or dead to you?
10.04: Is direct mail dead? (No, it's just dull.), My goal? Entertain the heck out of the reader.
9.16: Qualityspotting, How do you know when your donor materials are strong enough for the outside world?
9.15: Deciding what goes into your donor newsletter, Here's the easiest explanation I've ever come up with
9.14: Valuable direct mail concept absolutely free, Do you have the guts to try something different? My client didn't.
9.13: Release your inner archer: Learn to shoot message arrows, Targets? The vulnerable hearts and curious minds of your donors
9.12: Dr. Sargeant says you're only doing half your job, And he has the data to prove it.
9.10: The perfect "eventless" fundraising event, Arts charity raises money year round: Pick a day, any day. And fund it.
9.11: Are you a funds-raiser or a funds-depleter?, Basing your metrics on acquisition is like trying to bail a boat with a sieve. You work hard, but you still sink.
9.08: Bill's amazing "Warm Words" campaign, Bill Pratt decided to raise something other than money for once, and joyous response flooded in
9.09: A campaign case is a series of talking points, Report from the front lines
9.06: Straight to trash? The avoidable, sad fate of most annual reports, Entertain me with stories. Put stats in perspective.
9.07: Writing a fabulous case is easy, You're just answering questions
9.05: Take the Donor-Centered Pledge (or die), 23 rules to live by (instead)
9.04: "Deserving charity"? There's no such thing., No one owes you a gift, as this "inside a donor's mind" report makes clear.
9.03: I just wrote a couple of appeals for a big hospital. This time I took notes. Here's how to get a better letter., Your next direct mail appeal: Will it burst into song?
9.02: If your paper newsletter is a flop, switching to electronic won't help., Two key questions answered about newsletters
9.01: Does your boss or board chair get to approve your stuff? Abandon all hope, ye who enter here., Sad but true: Most donor communications are built to fail
8.14: "Hi. My name's Inertia. And I'll be disappointing you from this day forward. I know you have many obstacles to surmount, so I'm thrilled that you've named me Number One.", Meet the enemy: Inertia
8.13: Can direct mail be a cash cow for smaller nonprofits? Think "cash calves" instead., Mass-market expectations yield disappointing results at local levels. Take heart, though: direct mail is about far more than instant cash.
8.12: Why won't paper die?, Everyone's drumming their fingers, waiting for paper to expire as a communications medium. Sorry.
8.11: The dirty truth about cases, Bitter truth? Maybe a quarter of the cases I'm hired to write never reach the finish line. Interesting tale, that.
8.09: Richard Radcliffe has your back, Are you marketing bequests? (Right.) Or "planned gifts"? (Wrongo.)
There's a right way to market bequests. Then there's what most organizations do.
8.08: Obama's Web 3.0 campaign: Rewarding role model? Or risky distraction?, Are e-newsletters dead?
He needed to raise money. We need to raise money. Where's the big diff?
8.07: What is news?, Making donor news the right way
You have a donor newsletter. You want it to help you retain donors and bring in additional gifts. So, what kinds of stories should you run?
8.05: Does your stuff suffer from jargon breath?, Adopt a zero-jargon policy and you'll raise more money
"At risk"? "Accessible"? "Services"? I hear what you're saying. I just can't SEE what you're saying. And that's the problem.
8.04: How to write a good donor-centric headline, Writing a winning headline
Headlines are your only chance at conveying information.
8.03: Would you buy a mattress from this charity?, What you do vs. why you matter
Nonprofits love to write about what they do. Isn't that missing the point?
8.02: Why is giving by bequest so rare in the U.S.?, Reviving your "death brochure"
You know that brochure your send out about charitable bequests? Behind your back, donors call it the "death brochure."
8.01: Acquiring new donors through direct mail: Measuring success, Measuring donor acquisition programs
First, you need a clear idea of what you're chasing. Is it instant bucks or long-term buddies?
7.09: How to make your billion-dollar goal?, No Ph.D. OK needed for your case
Universities: Ban deans from the case approval loop. Hospitals: Same goes for the chief of staff.
7.08: To make it into pile #3, know what you're selling, Selling hope
Hope. And importance.
7.07: Want to raise more support? Want to retain more donors?, Donor-centric pledge
The Donor-Centric Pledge. Take it. You won't regret it.
7.06: What do we call it?, Case themes
Choosing a theme for your capital campaign: it's easier than you think.
7.05: Why pay thousands to have an expert tell you what you're doing wrong? Do it yourself., Ready for your self-audit?
Get your thick skin back from the dry cleaners and apply the following criteria.
7.04: What to tell a second-guessing boss about good communications, Dear Boss
Dear Untrusted: Show this to your boss
7.03: Three improving things I learned last year, 2007's "eureka" moments
"Major" gifts? What does that make the other kind? And other "ah-ha's!"
7.02: Molehill bequests grow into mountains, if permanently endowed, Bring this up when you're promoting bequests
How do you turn a $20,000 gift into an ever-expanding charitable fortune? Endow a permanent fund.
7.01: Make your case and write the donor into the story, Donor = solution. It's your job to mention that more than once.
Donors yearn to fix problems. Oblige that emotional need by shifting the responsibility to their shoulders.
6.05: Trust = Giving + Retention, What are donor newsletters for?
"Dear Uncertain" wants to know: What purpose do donor newsletters really serve? Must we have one?
6.04: Fundraising communications: Cost or investment?, Building donor relationships
"Dear Desperate Newbie" wants to know: Who's right, my executive director or me?
6.03: You're writing, but they're not reading. Improve your odds., Getting them to read
Do we care that donors don't read much of what we send? Absolutely. Reading and donor retention are linked.
6.02: On the delicate subject of ED, committee, and board approvals, Approvals
Who's blessing YOUR stuff? Devils or angels
6.01: Raise the problem, be the solution, Emotional twin sets
Somewhere between fear and hope, a check is written
5.04: Never run out of newsletter story ideas again: The back 9, Newsletter story ideas
Part 2 of 2
5.03: Never run out of newsletter story ideas again: The front 9, Newsletter story ideas
Part 1 of 2
5.02: Successful donor communications? A tale of three piles, The uncommitted
You will never be in the "must read" pile.
5.01: Your creative brief: Don't leave home without it, Writing a creative brief
Don't know where you're going? How will you know when you're there?
4.06: Disconnecting the dots: "Visibility" and fundraising success, Visibility
A newspaper article is nice, but...
4.05: You love stats. But do stats love you?, Using statistical evidence
Statistics play a role, but it's a supporting role.
4.04: Want more response? Get all emotional., Emotional triggers
Master fear and hope ... and you're fundraising worries are over.
4.03: Why people ignore your newsletter, Newsletter basics...
Part 3 of 3
4.02: Why people ignore your newsletter, Newsletter basics...
Part 2 of 3
4.01: Why people ignore your newsletter, Newsletter basics...
Part 1 of 3
3.07: A surefire story formula, Case basics...
What goes in the beginning, middle, and end? Fill in these blanks.
3.06: The Abraham Lincoln lesson, Case basics...
Case statements in history
3.05: Are you interesting (especially to donors)?, Communications basics...
It's your only hope.
3.04: Bottom-Liners leap to conclusions (and that's a good thing), Part four of four personality types...
"Just tell me what you want me to do. Make it quick and easy."
3.03: Expressives crave the new, Part three of four personality types...
"Tell me something I DON'T know ... please, I'm begging you!"
3.02: Amiables: Smile and say "Howdy!", Part two of four personality types...
The "amiable" wants to like you. Can't we all be friends?
3.01: Analytical types: Good to the last objection, Part one of four personality types...
"Analyticals," i.e., skeptics, don't rule (but they do ask questions)
8.10: When you're feeling a little irrelevant..., Do you know the real you? The one donors really care about? Likely not, thanks to the "curse of knowledge." But there's an easy way (fun, too) to see yourself anew. Read on.
 
Copyright © 2005-2013, by Tom Ahern and Ahern Donor Communications, Ink.
All rights reserved., 10 Johnson Road, Foster, RI 02825, Phone: 401-397-8104, Email: a2bmail@aol.com.