Association of Fundraising Professionals
San Diego Chapter

AFP San Diego
Audio Conference
Wednesday, April 18, 2007
Sponsored by
The Samuel I. & John Henry Fox Foundation
at Union Bank of California

How to Write Donor-Centric Communications and Raise Lots More Money

Truth is, donor retention is scandalously low among U.S. charities. But there is something you can do to keep your donors loyal and generous: make your communications (appeal letters, newsletters, annual reports, emails and websites) far more donor-centric. This session explain how

Donor-Centric Communications will introduce you to the trade secrets of many top practitioners. The presentation is illustrated with dozens of real-life good and not-so-good donor materials from nonprofits across the U.S. and Canada. As a bonus, speaker Tom Ahern will spend a few minutes demystifying the often-misunderstood concept of "branding." He'll explain what it is, what it isn't, why it matters (it does), and what fundraisers can do about it.

About The Presenter:

Tom Ahern is recognized as one of North America’s top authorities on nonprofit and donor communications. His "Love Thy Reader" workshops win rave reviews at fundraising conferences across the U.S. and Canada. He is the author of The Mercifully Brief, Real World Guide to Raising More Money with Newsletters Than You Ever Thought Possible, released in October 2005 by Emerson & Church.

Learning Objectives:

• Participants will learn the key principles of successful donor-centric communications, including:

  • How to keep donors interested by focusing on just four topics over and over
    

  • How professionals use practical psychology to grab attention and keep people reading
    

  • How various emotional triggers spur response and raise more money
    

  • How to shift from an institutional voice to a donor-centric voice.

Participation in a live session or use of an audio recording of the program qualifies for 1.5 points toward CFRE education requirements.

Target Audience:

• Any fundraising professional, at all levels.

Conference Details:

• Date:    
  • Wednesday, April 18, 2007
     
• Time:   
  • 10:00 a.m.-11:30 a.m.
  • Please plan to arrive about 10 minutes early as the audio conference begins promptly.
  • A short facilitated discussion will follow the program at 11:30.
     
• Location:
  • San Diego County Medical Society Foundation
    5575 Ruffin Road, Suite 250
    San Diego, 92123
  • Map to Location - maps.yahoo.com
    
    
• Fees:
  • Members:  No Cost
  • Non-members: $30

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