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What Your Donors Want by Tom Ahern
The New York Times has called Tom Ahern "one of the country's most sought-after creators of fundraising messages." He's also a wildly popular trainer, introducing fundraisers around the world to the secrets of persuasion and donor-centricity.
What Your Donors Want...and Why! is his latest and most impassioned book. In its chapters, nonprofits learn how to treat donors as customers (and why that matters so much to income) ... how to organize communications around the prime metric of Lifetime Value (LTV) ... and how to answer the Big Three questions required in a high-performance case for support.
What Your Donors Want...and Why! bases its advice on the latest research. It debunks common myths such as "increased awareness raises more money." It explores in depth the psychology and neuroscience behind loyal donors.
Written in Tom Ahern's easy-going jargon-free style, What Your Donors Want...and Why! is heavily illustrated with recent real-world examples from charities of all sizes.