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Newsletters
2010
bulletThe perfect "eventless" fundraising event
Issue 7.10: Arts charity raises money year round: Pick a day, any day. And fund it.
bulletAre you a funds-raiser or a funds-depleter?
Issue 7.11: Basing your metrics on acquisition is like trying to bail a boat with a sieve. You work hard, but you still sink.
bulletDr. Sargeant says you're only doing half your job
Issue 7.12: And he has the data to prove it.
bulletRelease your inner archer: Learn to shoot message arrows
Issue 7.13: Targets? The vulnerable hearts and curious minds of your donors
bulletValuable direct mail concept absolutely free
Issue 7.14: Do you have the guts to try something different? My client didn't.
bulletDeciding what goes into your donor newsletter
Issue 7.15: Here's the easiest explanation I've ever come up with
bulletQualityspotting
Issue 7.16: How do you know when your donor materials are strong enough for the outside world?
bulletIdiot's guide to time management
Issue 8.1: I fidget, you fidget, we all fidget.
bulletDonor profiles in your newsletters: Worth the trouble?
Issue 8.2: They can lead to bigger things ... or nowhere. You decide.
bulletYoung heads are different heads
Issue 8.3: Are younger donors alive ... or dead to you?
bulletIs direct mail dead? (No, it's just dull.)
Issue 8.4: My goal? Entertain the heck out of the reader.
bullet"I'll never give you a penny again!" Music to my ears.
Issue 8.5: Here's a terrific direct mail concept the client refused to try. Take it if you want ... and if you dare.
bulletYour strategic plan = your case for support?
Issue 8.6: No! Don't! "The bridge is out"!!!
2009
bulletWriting a fabulous case is easy
Issue 7.7: You're just answering questions
bulletStraight to trash? The avoidable, sad fate of most annual reports
Issue 7.6: Entertain me with stories. Put stats in perspective.
bulletTake the Donor-Centered Pledge (or die)
Issue 7.5: 23 rules to live by (instead)
bullet"Deserving charity"? There's no such thing.
Issue 7.4: No one owes you a gift, as this "inside a donor's mind" report makes clear.
bulletI just wrote a couple of appeals for a big hospital. This time I took notes. Here's how to get a better letter.
Issue 7.3: Your next direct mail appeal: Will it burst into song?
bulletIf your paper newsletter is a flop, switching to electronic won't help.
Issue 7.2: Two key questions answered about newsletters
bulletDoes your boss or board chair get to approve your stuff? Abandon all hope, ye who enter here.
Issue 7.1: Sad but true: Most donor communications are built to fail
bulletBill's amazing "Warm Words" campaign
Issue 7.8: Bill Pratt decided to raise something other than money for once, and joyous response flooded in
bulletA campaign case is a series of talking points
Issue 7.9: Report from the front lines
2008
bullet"Hi. My name's Inertia. And I'll be disappointing you from this day forward. I know you have many obstacles to surmount, so I'm thrilled that you've named me Number One."
Issue 6.14: Meet the enemy: Inertia
bulletHow to write a good donor-centric headline
Issue 6.5: Writing a winning headline
bulletWould you buy a mattress from this charity?
Issue 6.3: What you do vs. why you matter
bulletWhy is giving by bequest so rare in the U.S.?
Issue 6.2: Reviving your "death brochure"
bulletAcquiring new donors through direct mail: Measuring success
Issue 6.1: Measuring donor acquisition programs
bulletCan direct mail be a cash cow for smaller nonprofits? Think "cash calves" instead.
Issue 6.13: Mass-market expectations yield disappointing results at local levels. Take heart, though: direct mail is about far more than instant cash.
bulletWhy won't paper die?
Issue 6.12: Everyone's drumming their fingers, waiting for paper to expire as a communications medium. Sorry.
bulletThe dirty truth about cases
Issue 6.11: Bitter truth? Maybe a quarter of the cases I'm hired to write never reach the finish line. Interesting tale, that.
bulletWhen you're feeling a little irrelevant...
Issue 6.10: Do you know the real you? The one donors really care about? Likely not, thanks to the "curse of knowledge." But there's an easy way (fun, too) to see yourself anew. Read on.
bulletRichard Radcliffe has your back
Issue 6.9: Are you marketing bequests? (Right.) Or "planned gifts"? (Wrongo.)
bulletObama's Web 3.0 campaign: Rewarding role model? Or risky distraction?
Issue 6.8: Are e-newsletters dead?
bulletWhat is news?
Issue 6.7: Making donor news the right way
bulletDoes your stuff suffer from jargon breath?
Issue 6.6: Adopt a zero-jargon policy and you'll raise more money
2007
bulletHow to make your billion-dollar goal?
Issue 5.9: No Ph.D. OK needed for your case
bulletTo make it into pile #3, know what you're selling
Issue 5.8: Selling hope
bulletWant to raise more support? Want to retain more donors?
Issue 5.7: Donor-centric pledge
bulletWhat do we call it?
Issue 5.6: Case themes
bulletWhy pay thousands to have an expert tell you what you're doing wrong? Do it yourself.
Issue 5.5: Ready for your self-audit?
bulletWhat to tell a second-guessing boss about good communications
Issue 5.4: Dear Boss
bulletThree improving things I learned last year
Issue 5.3: 2007's "eureka" moments
bulletMolehill bequests grow into mountains, if permanently endowed
Issue 5.2: Bring this up when you're promoting bequests
bulletMake your case and write the donor into the story
Issue 5.1: Donor = solution. It's your job to mention that more than once.
2006
bulletTrust = Giving + Retention
Issue 4.5: What are donor newsletters for?
bulletFundraising communications: Cost or investment?
Issue 4.4: Building donor relationships
bulletYou're writing, but they're not reading. Improve your odds.
Issue 4.3: Getting them to read
bulletOn the delicate subject of ED, committee, and board approvals
Issue 4.2: Approvals
bulletRaise the problem, be the solution
Issue 4.1: Emotional twin sets
2005
2004
bulletDisconnecting the dots: "Visibility" and fundraising success
Issue 2.6: Visibility
bulletYou love stats. But do stats love you?
Issue 2.5: Using statistical evidence
bulletWant more response? Get all emotional.
Issue 2.4: Emotional triggers
bulletWhy people ignore your newsletter
Issue 2.3: Newsletter basics...
bulletWhy people ignore your newsletter
Issue 2.2: Newsletter basics...
bulletWhy people ignore your newsletter
Issue 2.1: Newsletter basics...
2003
bulletA surefire story formula
Issue 1.7: Case basics...
bulletThe Abraham Lincoln lesson
Issue 1.6: Case basics...
bulletAre you interesting (especially to donors)?
Issue 1.5: Communications basics...
bulletBottom-Liners leap to conclusions (and that's a good thing)
Issue 1.4: Part four of four personality types...
bulletExpressives crave the new
Issue 1.3: Part three of four personality types...
bulletAmiables: Smile and say "Howdy!"
Issue 1.2: Part two of four personality types...
bulletAnalytical types: Good to the last objection
Issue 1.1: Part one of four personality types...
Molehill bequests grow into mountains, if permanently endowed
Issue 5.2: Bring this up when you're promoting bequests

"A bequest could be the most important charitable gift you ever make," says the New York Community Trust.

We're not talking about any old charitable bequest, however. We're talking about a bequest that sets up a PERMANENT endowed fund, placed in the safe care of a community foundation like the Trust. "Permanent" means the principal is never spent (more or less; read the fine print).

There are two advantages.

First, there are the guaranteed annual grants that a permanent endowed fund produces for its designated charity or cause. That money goes directly into doing good, year after year. The amount given out in grants is typically something like 4.5% of the principal's value.

Second, there's the growth. A permanent fund's guaranteed growth can turn a relatively modest bequest into a good-sized fortune, given time.

Two calculations:

(1) The Rhode Island Foundation figures that a $20,000 charitable bequest that creates a permanent endowment will, in 50 years, grow to more than $368,000 in principal ... and, over the same half-century, give away more than $300,000 in gifts to the beneficiary charity or cause.

(2) The New York Community Trust calculates that a $100,000 gift bequest will grow in 50 years to $1,488,000 in principal while ALSO giving away $578,000 in grants.

Results vary, of course. The Rhode Island Foundation and New York Community Trust are uncommonly good at investing, so their endowed funds do uncommonly well.

Ask your local community foundation about its spending policies for endowed funds. A community foundation should have something like a "spending cap," which stipulates how much of the principal's value can be spent each year on grants. Just so you know, spending more than 5.5% of a fund's annual income on grants tends to shrink the endowment rather than increase it.

And on a related topic...

Research shows that the number one reason why people do not include charitable bequests in their wills is that the idea never occurs to them. And yet current donors are very willing to consider the idea.

If you're interested in learning how to bring in more of these "tomorrow dollars" (i.e., charitable bequests), get your hands on a new book called Iceberg Philanthropy.

The core of this provocative book is original research funded by its publisher, Canada's FLA Group, and Mal Warwick. The research quizzed donors who made frequent small gifts about their charitable bequest intentions -- and discovered an almost-untapped philanthropic bonanza.

Of course, everyone's heard about the huge transfer of wealth that will occur as the generation that birthed the Boomers passes from this earth. Relatively little of that transfer currently ends up in charities' pockets, though.

Why? Because the major gifts' strategy pursued by most charities is dead wrong, this book convincingly argues.

If your charity does well with direct mail, you can do very well indeed with charitable bequests, perhaps even doubling your income. Or so Iceberg Philanthropy argues. I read the book on a two-hour flight. It won't take you long to see if this new way of marketing end-of-life giving is right for you.

Tom Ahern, tagline judge
Nancy Schwartz has asked me to help judge her wildly popular Tagline Awards Program in the summer of 2010. Of course, I said yes. And I am advertising that fact because, of course, I am unbribable. Although some judges like homemade fudges; just saying. Download her 2009 Nonprofit Tagline Report.
Copyright © 2009 by Tom Ahern and Ahern Communications, Ink. All rights reserved. 401-397-8104.
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