Tag: Tom Ahern

Most Often Asked Questions About Donor Communications

Leave a Comment May 14, 2014

Article written by Tom Ahern

I’ve found that most donors just browse – they don’t really read our materials. Considering the time and cost involved, why keep sending them?

I teach a workshop called “Writing for Results.” It’s about winning new donors and keeping existing donors. The first thing I tell the audience is this: donor communications are NOT about reading; donor communications are about getting people to ACT on your behalf — either now or later. What does a newsletter do for a charity? It helps retain donors. Not because they read the articles and decide they’ll stay, but because you show how you love and need them as they skim the photos and headlines. (more…)


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