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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 common: 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.
- Sales Rank: #340643 in Books
- Brand: Brand: Emerson n Church Publishers
- Published on: 2009-02-09
- Original language: English
- Number of items: 1
- Dimensions: 8.75" h x 6.00" w x .50" l, .65 pounds
- Binding: Paperback
- 167 pages
- Used Book in Good Condition
About the Author
Tom Ahern is the author of How to Write Fundraising Materials that Raise More Money, Raising More Money with Newsletters than You Ever Thought Possible, and Keep Your Donors: The Guide to Better Communications & Stronger Relationships.
He is in demand as a communications trainer, traveling internationally to present his workshops. He is an award-winning magazine journalist (which means he knows how to tell a story).
And he gets results. His work has won three prestigious Gold Quill awards, given annually to communications programs judged to be among the most effective in the world. He s written numerous cases for successful campaigns, totaling more than $1.5 billion (B as in Boy) in goals.
Most helpful customer reviews
16 of 17 people found the following review helpful.
The nuts and bolts of inspired writing to help your favorite cause
By Patti J. Saunders
If you bought every book ever published about capital campaigns, they'd all say the same thing: you need a case statement. They might even give you a bullet list of the sorts of things that are normally included in a case statement (but maybe not).
So you know you need a case statement, but you aren't sure exactly how to go about doing it. Most of us fundraisers give up right there and advise our executive director or board to hire a consultant for the campaign and have the "experts" write the case statement.
Sure, that's one way to go. An expensive way, but it does work.
However, for a mere $24.95 you can buy Tom Ahern's newest book and learn everything you need to know, then do it yourself. You'll save your organization a lot of money while becoming a better writer ~and~ a better fundraiser. Not only that, you'll be thoroughly entertained and amused while you read.
If you're serious about raising money for a cause you care about, this might be the best $24.95 you'll ever spend.
Buy Ahern's other books, too -- if writing well is important to you and your job, they're worth their weight in gold.
8 of 8 people found the following review helpful.
Pushes you to new heights
By Erin D. White
This book helped me achieve one of my greatest accomplishments as a fundraiser: drafting a stirring and compelling case for support in 10 days. I worked round-the-clock and checked in with trustworthy editors throughout the process, but this book was the true guide. I'm a guidebook enthusiast, and this is one of the best. Seriously. Fun, clear, focused, practical. Get it and make it your religion. You won't be disappointed.
8 of 9 people found the following review helpful.
Every nonprofit must have a case statement
By Richard E. Schwartz
Tom Ahern is a courageous guy. He's written this wonderful, important, thorough, step-by-step guidebook to conceiving and writing arguably the most important document your nonprofit can have: a case statement. Then he starts Chapter 31, Reality Check, with the subhead: "A less-than-great case won't kill your capital campaign." And includes in the Appendix Steve Manzi's Myth of the Campaign Case Statement Publication: "But you know what? Almost nobody really reads the Case Statement."
Well, first of all Tom's book shows you exactly how to get prospective donors to read your case statements. He covers everything from research and interviewing to organizing your thoughts. He tosses in emotions, headlines, and photos, too.
More important, for this strategician at least, is that Tom argues that every nonprofit needs to ask itself fundamental questions. He writes: "The mere act of writing a case helps you - forces you, really - to deeply investigate your organization's impact on the world, so you can successfully explain that impact to donors and prospects.
"Having a current case for support on file is an act of good management. A case consolidates your messages for common reference by staff and board, putting every potential voice, writer, and advocate on the same page."
I'd put it even more forcefully. Perhaps the number one problem I've seen in nonprofits is a lack of consensus why the organization exists and what it uniquely does. From a strategic point of view, everything you do emanates from that common understanding. It's not a nicety. It's an absolute.
Tom shows you how to make your case in writing. Start today.
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