Fundraisers Guide to Irresistible Communication

Published April 17, 2013

Fundraisers Guide to Irresistible Communication

Jeff Brooks is the author of a new book. His insider tips are fantastic. Bewitching. The book is called The Fundraiser’s Guide to Irresistible Communications.

He tells us, for instance, that even in this era of text messaging and 140-character tweets, long letters work better 90% of the time. He says that actually, if you’re looking for a way to improve your appeal, add another page.

Here’s another of Jeff’s tips. (And by the way, I’ve made this mistake more often than I care to admit.) Forget big numbers. Few people can get their arms around the millions of children who were lost in the Holocaust. But they can identify with Anne Frank.

Brooks reminds you that it’s one pelican, covered in sticky tar and flopping along the beach, that galvanizes response to an oil spill. Not the reports of millions of gallons of oil churning into the sea.

Here’s another important bit of advice. If you think you should let your donor “rest” after she gives, you’re dead wrong! The fact is, the more recently a donor gave, the more likely she is to give again.

The book has a perfect title. It is indeed irresistible. Go to Emerson & Church and get a copy.

– Jerry