What Your Donors Want ... and Why!
The New York Times has called Tom Ahern one of the country's most sought-after creators of fundraising messages. He's also a hugely 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, how to organize communications around the prime metric of Lifetime Value, 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 and debunks a host of common myths, exploring in depth the psychology and neuroscience behind loyal donors.
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