“You don’t need a degree in journalism to publish a newsletter that will keep donors inspired (and generous). You just need a few skills and insights.”
So writes Tom Ahern in the opening chapter of his book, “The Mercifully Brief, Real World Guide to Raising More Money With Newsletters Than You Ever Thought Possible.”
Ahern shares his advice on everything from how to write better headlines to avoiding graphic design errors that get in the way of your organization’s
message to gauging what it is donors want from your newsletter.
Woven through the book’s 44 chapters and 100-plus pages are seven chapters that discuss what Ahern calls the “fatal flaws,” or bad habits, of nonprofit newsletters — among them: newsletters that lack emotional triggers, have no news value, aren’t donor centered and don’t allow for skimming. Through examples of best practices as well as these pitfalls — and formulas on how to avoid them — Ahern gives nonprofit organizations the tools to better create money-generating newsletters.
Emerson & Church, $24.95.