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Crissey Farm

426 Stockbridge Rd

Great Barrington, MA 01230

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Back by popular demand, Tom Ahern—called "one of the country's most sought-after creators of fundraising messages" by the New York Times—returns to the region for a two-part workshop on June 1.

Berkshire Taconic Community Foundation


Part 1: The Big (little) Diff: Writing for Online Readers
The digital realm is different in a few key ways. For one thing, it can move and speak (video). For another, it's action-oriented: people click a lot; they read very little. As giving increasingly shifts online, what are today's best practices in this ever-evolving world?

Covered:

  • The purpose of email (it's not reading);
  • How to write subject lines that get opened;
  • Building a family of purpose or a movement through online tools;
  • Effective website giving pages;
  • Good content for Facebook posts;
  • Using two-way communications to grow; and
  • Why you need "sad" to sell "hope"


This overview of writing looks at how a small animal welfare charity in Bangkok, Thailand, now raises $350,000 every month in donations from American women 45 and older...using Facebook alone. (Maybe you can do it, too!)


Part 2: Writing a Powerful Case for Support
"Why should I give you my hard-earned money?"

Answer this question well, and you'll never be short of funds. Answer it poorly, and fundraising becomes an uphill battle.

Most nonprofits suffer from what the best-selling business book, Made to Stick, rightly calls the "curse of knowledge."

This shortcoming—and a common lack of donor-centricity—seriously undermine the effectiveness of many (maybe even most) donor communications...from the humble elevator speech (an overrated exercise) to direct mail appeals to websites to stewardship materials like "gratitude reports" all the way up to capital campaign case statements.

In this revealing session, one of North America's most experienced case writers shares his secrets for properly selling your projects, programs, endowments, initiatives, buildings, renovations and bright ideas.

Tom Ahern

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Crissey Farm

426 Stockbridge Rd

Great Barrington, MA 01230

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