Seeing Through a Donor's Eyes: How to Make a Persuasive Case for Everything from Your Annual Drive to Your Planned Giving Program to Your Capital Campaign

by Tom Ahern

Why should I give you my hard-earned money? Effective fundraisers answer this essential question every time they ask for a gift. What's their secret to success? They have a winning case for support. As Tom Ahern, America's premier fundraising writer, makes clear, a case isn't some fancy argument you only develop for capital campaigns, when you're chasing millions. Successful donor newsletters, websites, annual reports, donor acquisition programs, email, direct mail, advertising, planned giving programs, and, yes, capital campaigns, too all have one thing in behind each stands a well-reasoned, emotionally satisfying case for support. Donors are sure to have questions. Your case gives you great answers. Complements Ahern's acclaimed book, How to Write Fundraising Materials that Raise More Money.

Genres: Nonfiction, Professional Development

167 pages, Paperback

First published February 9, 2009

Reviews

[Leeann · Rating 5 out of 5]

A fantastic step-by-step guide to writing an effective case statement. Full of practical advice, if you are starting your millionth campaign, or writing your very first case statement, you can't go wrong with this advice!

[Karen · Rating 5 out of 5]

Straightforward & informative. Tom has distilled the most important fundraising information down to the most important information.

[Rachel Ramjattan · Rating 5 out of 5]

A must read for anyone charged with the task of writing donor communications. Tom Ahern's donor-centered approach is a proven strategy for building relationships with donors which always pays off in fundraising. Happy donors give more and stay with you for longer.

[Dennis Fischman · Rating 4 out of 5]

As a consultant, I do what Tom Ahern says you have to do when you're fundraising: become the Designated Stranger. I ask naive questions: What is this organization all about? What does it do? Why does it matter? What difference does it make right now? And even, why does it need money to do that?

The new question this book taught me to ask is, "What if this organization disappeared overnight? Tomorrow morning, who would shed a tear, and why?"

But the book ends where I would begin: with donor-centricity. Ahern is completely right that nonprofits are afflicted with the curse of knowledge (the Heath brothers' phrase). People inside organizations have a completely different take on why donors should give than the donors do themselves.

"Since they're writing the checks, ask yourself whose reasons matter more: yours or theirs?"

[Adrielle · Rating 4 out of 5]

Useful for sure, although in amateur hands some of his advice could be taken out of proportion and end up creating a stereotypical looking appeal.

[Nikki Morse · Rating 3 out of 5]

Tom Ahern is an A-hole, but this was a useful book.