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Making Money with Donor Newsletters, by Tom Ahern
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Tom Ahern, one of the world's foremost authorities on donor communications, reveals the secrets behind highly successful and shockingly lucrative charity newsletters. Inside this fast and practical guide, you'll find all the training and checklists you need to succeed even if you're a novice, even if you don't consider yourself a professional writer.
You'll discover the trailblazing Domain Formula for print newsletters, a guaranteed money-maker countless charities have adopted. You'll learn best practices for e-newsletters, too. You'll steer clear of the nine common fatal flaws that kill most newsletters. And you'll see why a strong newsletter is vital to improving donor retention ... one of today's highest priorities in fundraising.
- Sales Rank: #140288 in Books
- Published on: 2013-11-20
- Binding: Paperback
- 167 pages
Most helpful customer reviews
14 of 15 people found the following review helpful.
Make nonprofit newsletters working for you
By Jeff Brooks
A well-built nonprofit newsletter that's all about the ways donors are changing the world (rather than an extended brag sheet about how awesome the organization is) can raise a lot of money. Surprisingly huge amounts of money.
This book will show you how to do just that.
It's an everything-in-one-place guide to creating relevant, relationship-building newsletters. In fact, follow what you read in this book, and you'll most likely dramatically improve response to your newsletter to the point that it could outpace your direct appeals as a source of revenue. You'll also meaningfully improve donor retention. Which means a healthy future.
There's a ton of immediately use information here, but it's not a massive tome. You can read it in a sitting or two (it's a pleasure to read) and walk away better-equipped and inspired to produce the newsletter of your dreams. But the real value of this book will come to light as you keep it by your elbow as a constant guide through the big and small decisions you face while planning and creating your newsletter.
Mr. Ahern refers frequently to what he calls the "Domain Formula" for newsletters. Full disclosure: I'm an alumnus of the late, lamented Domain Group, where we researched the concept of donor newsletters. And let me tell you, Ahern is not making this stuff up. He's working with facts and knowledge, and he's added a wealth of detail to the Domain Formula.
If you're a serious fundraiser, you will love this book. And your donors will reward you for putting it into practice.
7 of 7 people found the following review helpful.
Transform your deadly dull "Letter from the Executive Director" newsletter into a money magnet!
By Pamela Grow
Can you imagine raising millions of dollars a year for your nonprofit…through your print newsletter alone? That’s the kind of money Michelle Brinson generated in 2013 with Nashville Rescue Mission’s newsletter by following the simple techniques championed by master copywriter Tom Ahern. And now Tom’s come out with Making Money with Donor Newsletters: The How-To Guide to Extraordinary Results, a straightforward, step-by-step book guaranteed to get you results too.
If you’ve thought of donor newsletters as mere retention devices (I used to!), Making Money with Donor Newsletters will certainly transform your way of thinking. You may even swap out one or two appeals with a print newsletter.
Through 44 (short) chapters on topics such as
how to make news out of thin air,”
how to lower the grade level of your writing (and why you need to)
how often you should mail
“Just Add Water” newsletter ideas
how to write great headlines
how you can create a donor-centered newsletter without a budget or a designer
what IS news? and more
you’ll find the answers you’ve been looking for to transform your newsletters into the joyful experiences your donors crave.
While Making Money with Donor Newsletters focuses primarily on print, you’ll also find chapters on enewsletters as well.
Making Money with Donor Newsletters is another Emerson & Church publication that should be on every fundraisers’ bookshelf.
12 of 15 people found the following review helpful.
A Magic Bullet for Making Money with Donor Newsletters
By Roger M. Craver, Editor, The Agitator
Good writing is always in short supply in fundraising, particularly in these days of emails, Twitter, Facebook and the like. Good writing combined with clear thinking and proven, practical advice is sufficiently rare and valuable that it belongs--dog-eared with lots of marginal notes -- on your bookshelf.
Tom Ahern's "Making Money with Donor Newsletters" re-discovers and reveals the "How", "what" and "why" of a 3000 year-old technology--words and pictures on paper--and how, when properly employed they can unlock a treasure trove of contributions and donor loyalty most nonprofits can only dream of.
Ahern, in a most convincing manner, guides fundraisers to a re-discovery of the lowly Donor Newsletter. This low-tech ugly duckling hiding in plain sight amidst the rhinestone sparkle of over-hyped high tech fundraising tools can easily be transformed into a beautiful swan able to revolutionize your fundraising.
In short, a properly prepared donor newsletter will add heaps to your bottom line...bring a tsunami of joy to your donors...and boost the lifetime value and retention rates of your organization's donors to new heights.
Few fundraising guides can be effectively used by large organizations, small organizations and those in between. "Making Money with Donor Newsletters" is the rare exception.
This is not some theoretical treatise. It's a practical handbook for everyone who seeks to effectively communicate with donors. Ahern clearly demonstrates that if you can write a letter to your mother or your kid at camp you have it within you to write a donor newsletter that can improve returns up to 1000%.
Let others cast out and about for the next new, new thing that glows in the dark and hypes the promise of a fundraising revolution. "Making Money with Donor Newsletters" delivers, real, practical and money-producing advice. It belongs on every fundraiser's and communicator's bookshelf. Most of all it deserves to be put to immediate use.
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