Digital is different. For one thing, it can move and speak (video). For another, it's action oriented: people click a lot; they read very little. What are today's best practices in this ever-evolving world? This non-technical overview of writing for digital media introduces key communications concepts from world-class web usability experts like Steve Krug (Don't Make Me Think) and Ginny Redish (Letting Go of the Words). It also explains in detail why a small animal welfare charity in Bangkok, Thailand, can now raise $350,000 every month in donations from American women 45 and older ... using Facebook alone. (Maybe you can do it, too!) The workshop covers best practices for donation landing pages, shows why offers are so important in this clicker's playground and it demonstrates how email and social media build a sense of family in your base and ultimately help you raise more money.

Learning Outcomes:

  • You'll understand why the integration of messages across your various online channels yields better results.
  • You'll understand the supreme importance of old-fashioned advertising methods to digital-age fundraising.
  • You'll understand why non-leaky landing pages are better, especially for Facebook fundraising

Tom Ahern


Ahern Donor Communications, Ink.

Tom Ahern is considered a world-class expert on donor communications. He applies the discoveries of psychology and neuroscience to the business of attracting and retaining donors. He's authored five well-received books on the topic. Each year, he trains thousands of fundraisers internationally and has audited the donor communications of major organizations such as USA for UNHCR. He is a copywriter by profession. His direct-mail clients include the Sharp hospital system in San Diego, recognized as one of America's most successful healthcare fundraising operations. He composes a half-dozen capital campaign cases annually, including a recent award-winning case for Bow Valley College (Calgary). He sits on the advisory board at the Centre for Sustainable Philanthropy, Plymouth University (UK), founded by Prof. Adrian Sargeant and psychologist Jen Shang.