Keep Your Donors - Hardcover

by Tom Ahern (Author), Simone P. Joyaux (Author)

Written by fundraising experts Tom Ahern and Simone Joyaux, Keep Your Donors is a new, winning guide to making disappointing donor retention rates a thing of the past. This practical and provocative book will show you how to master the strategies and tactics that make fundraising communications profitable. Filled with case studies and based in part on the CFRE and AFP job analyses, Keep Your Donors is your definitive guide to getting new donors--and keeping them--for many years to come.

Front Jacket

Keep Your Donors

The Guide to Better Communications and Stronger Relationships

Most fundraising programs do a stellar job of finding donors, but keepingthem is another matter: most new donors do not return after their first gift. These lost donors represent major lost potential--for an organization's annual giving program, capital campaign efforts, and major and planned gifts.

Keep Your Donors: The Guide to Better Communications and Stronger Relationships, written by fundraising experts Tom Ahern and Simone Joyaux, is a new, winning guide to making disappointing donor retention rates a thing of the past. For the first time in one book, nonprofit professionals will find an in-depth analysis of the two things that matter most to long-term fundraising success: relationship building at all levels of the organization and a thorough look at effective fundraising communications. This practical and provocative book shows nonprofit professionals how to:

• Master the strategies and tactics that make fundraising communications profitable

• Create a "culture of philanthropy"

• Apply hard-core marketing principles to fundraising

• Understand the most complete discussion of emotional triggers ever written and the science behind them

• Create plans for relationship-building and donor communications

• Build a truly "donor-centered" program

• Write a case for support

• Measure effectiveness...and much more

This book was written for all fund development professionals who want outstanding results. Those seeking their CFRE credential will find it doubly helpful. The authors based their work in part on the CFRE and AFP job analyses, which document the roles, knowledge, and competencies required for effective fund development.

Enthusiastic, readable, and filled with case studies, Keep Your Donors is the definitive guide to getting new donors--and keeping them--for many years to come.

Back Jacket

Praise for

Keep Your Donors

The Guide to Better Communications and Stronger Relationships

"No other book on the market addresses the primary role of fundraisers--building relationships. The duo of expertise from Tom Ahern and Simone Joyaux make this the book to own. An instant classic."
-- Susan F. Rice, ACFRE, former chair, CFRE International

"At LAST! Ahern and Joyaux have produced a much-needed volume that combines concrete theory with the realities of fundraising to create a practical guide to fundraising communications. This will be an essential addition to every fundraiser's library and an important resource for CFRE exam candidates."
-- Morgean Hirt, Executive Director, CFRE International

"A great book...a great read...value beyond words. Ahern and Joyaux have married ideas, insights, stories, and real-life examples to remind us all...it is all about the donor."
-- J. A. (Tony) Myers, Advisor to the President (Strategic Initiatives) University of Calgary, Calgary, Canada

"Brilliant! A wonderful combination of big picture inspiration and practical know-how. A must-read for anyone in the nonprofit sector who cares about receiving contributions from donors."
-- Alexcia WhiteCrow, CFRE, Development Services ManagerPlanned Parenthood Minnesota, North Dakota and South Dakota

"These pages are filled with everything you need to know about relationship fundraising--written in an easy conversational style that will have you fully engaged as a reader. The placement of sound, practical advice within the context of the deeper meaning of nonprofits and philanthropy creates an extraordinarily satisfying experience for the reader."
-- Carol Golden, Executive Vice President & Chief Philanthropy OfficerThe Rhode Island Foundation

"Tom and Simone have made an invaluable contribution to the art and science of relationship building that is the hallmark of successful philanthropy. This timely, practical, and thought-provoking book should be shared with institutional leaders, volunteer boards, and development professionals who are committed to challenging themselves daily to be donor-centered. The writing style is engaging, opinions are supported by research and, in their usual style, the authors have liberally shared best practices that can be readily adapted to all sectors and program size. Read this book with a pen and pad in hand and learn how to master the art of telling donor stories."
-- Pearl F. Veenema, FAHP, President & CEO, Hamilton Health Sciences FoundationImmediate past chair, Association for Healthcare Philanthropy

"A broadly nuanced view of written and personal fund development communications and their purpose--creating and sustaining relationships--that embraces philosophy, strategy, and practical tips. The counterpoint of their style intrigues, and their prose is lively and surprising: interspersing anecdotes with intermezzos with powerful challenges to the way we approach our work and our relationships. Bravo!"
-- Kay Sprinkel Grace, Principal, Transforming Philanthropy, LLC

Author Biography

Tom Ahern is recognized as one of North America's leading authorities on how to make nonprofit communications consistently effective. He speaks frequently in the United States and Canada on reader psychology, direct mail principles, good (and not very good) graphic design as applied to fundraising and nonprofit branding. He is president of Ahern Communications, Ink, a consultancy specializing in capital campaign materials and other nonprofit communications. Tom's popular e-news provides tips on donor communications. He wrote the first book on donor newsletters, published in 2005, as well as How to Write Fundraising Materials That Raise More Money.

Simone P. Joyaux, ACFRE, is recognized internationally as a "thought leader" in the philanthropic sector. An expert in fund development, board and organizational development, and strategic planning, Simone is the author of Strategic Fund Development: Building Profitable Relationships That Last. This book has become an industry standard. Simone presents all over the world and is a faculty member in the Master's Program in Philanthropy and Development at Saint Mary's University, Minnesota. She serves regularly on boards, is the founder of the Women's Fund of Rhode Island, and is the former Chair of CFRE International.