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The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon Tips for writing better donor newsletters with Tom Ahern
| Date post: | 05-Aug-2015 |
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The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Tips for writing better donor newsletters with Tom Ahern
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Format: • 15 minute presentation • 15 Q&A • Get back to work
• Recording available in next week’s newsletter • If you’re live-tweeting, use #HDCB
Take notes!!!
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Lousy headlines
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Not a headline
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
This is not a headline. It doesn’t tell me what the story is about.
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Not a headline
Not a headline
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Great photo… great recognition… but what’s the real story?
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Editor: Jeff Hall
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Crappy content
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Source: Jeff Brooks, June 2013
These are all offers.
This is social information.
These deliver proof that
charity matters.
Stories take the reader on a
journey.
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Do not deliver the gift of joy
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
The part that matters most to donors
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
The gift of joy
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
15
The gift of joy
Donor Newsltr-‐Kivi-‐1 | © 2015 Tom Ahern | www.AHERNCOMM.com
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Editor: Michelle Brinson
The gift of joy
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report.
The virtuous circle...
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report.
The part the charity cares about
The part the donor cares about
The virtuous circle...
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Your thanks and your newsletters are your HUG!
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
About 75% of first-time donors in the U.S. do NOT make a second gift to the same charity. That’s
insanely costly.
And why do you want to hug them hard?
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Source: Adrian Sargeant, 2010
A 10% improvement in your donor retention improves your LTV 50% immediately.
And that’s just the beginning....
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
My free how-to e-newsletter… www.aherncomm.com
Donor Newsltr-Kivi-1 | © 2015 Tom Ahern | www.AHERNCOMM.com
I subscribe!
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon© 2015 Tom Ahern | www.aherncomm.com
July 14th - July 21st
Tips for writing better donor newsletters - with Tom Ahern
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
