Session 1A - Newsletters: Why Most Drive Donors Away -- and Why Some Succeed Beyond Anyone's Wildest Dreams

Monday, September 30th, 2013
11:05 a.m. - 12:05 p.m. 

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Do donors really want a newsletter? "Absolutely," research shows. Yet most donor newsletters are thrown in the rubbish unread. Why? A handful of common yet fatal flaws.
Join award-winning journalist, Tom Ahern, for a fast, in-depth look at the secrets behind donor newsletters that truly improve income and retention.

You'll learn tested formulas for both paper and e-newsletters. You'll learn how to craft a powerful headline (and why that matters). You'll even learn how to invent news when you think you have nothing to say.

One hospital that took this workshop increased newsletter-triggered giving 1,000%, to US$50K per issue. Another revised child sponsorship newsletter now raises a half million dollars US annually from fewer than 10,000 donors.

Expertise Level: Suitable for all levels
Shop Size: Suitable for any size shop
Subject Focus: Newsletters

Speaker Bio:
Tom Ahern
Tom A
hern is considered one of the world’s top authorities on donor communications. He is the author of four well-received books on the topic, with two more in the pipeline. Each year, he delivers dozens of workshops internationally. He spoke recently at conferences in New Zealand, the Netherlands, Belgium, Australia, and Italy as well as across North America. He specializes in applying the discoveries of psychology and neuroscience to the day-to-day business of inspiring and retaining donors.

His recent clients for cases, direct mail, newsletters and training include Animal Rescue League of Boston, Bread for the World, Carnegie Library of Pittsburgh, Catholic Relief Services, Houston Grand Opera, National Parks Conservation Association, PBS TV, Princeton University, Save the Children, Sharp HealthCare and other major hospital systems, The Cleveland Foundation, the United Way of Anchorage, University of Oregon, Volunteers of America ... as well as many smaller and local nonprofits.

He is an award-winning journalist. As a "message strategist," he's won three prestigious international IABC Gold Quill awards, all for communications campaigns which achieved phenomenal success.  He collaborates with Prof. Adrian Sargeant and psychologist Jen Shang on prototyping innovative new donor communications campaigns for PBS.

He graduated from Brown University with a BA and MA in English. He completed his Certificate of Advertising Art from the Rhode Island School of Design.