Keep Your Donors: The guide to better communications and stronger relationships
By Tom Ahern and Simone Joyaux; 480 pages; published by John Wiley & Sons, Inc.
Keep your donors. It sounds like a simple imperative, but for many nonprofits it is much easier said than done. Too often they receive a gift from a donor, never to hear from that person again. These are lost opportunities, no question, and the answer is better communications. With their latest book, Ahern and Joyaux provide a thorough examination of relationship building at all levels of an organization, and the effective fundraising communications tactics needed to keep those relationships strong. It's not about asking for more money; it's about creating a culture of philanthropy, and the authors show you how.
Weighing in at 480 pages, Keep Your Donors offers fund development professionals a comprehensive guide to fundraising communications, including how to create a relationship-building plan, how to apply marketing principles to fundraising, and how to monitor and measure progress. The authors also explore different social styles, what relationships are and how to nurture them, plus the role that emotions play in the process. Exercises, examples, and a wealth of expert advice help to reinforce the information presented.
This is by no means 'light reading' but it is essential reading for anyone who works in the fundraising arena. Luckily, Ahern and Joyaux are expert communicators so you won't be bored. The information they provide is well researched and well documented, plus it is sprinkled throughout with thought-provoking quotes and engaging anecdotes (find out about the Red Pants Factor!). Even if your fund development department is going strong, add this book to your collection. You'll find there is still much to learn about keeping your donors.
Buy the book:
Canada: buy through Amazon.ca
