It's all about the brain. The usual nonprofit approach to communications shows little-to-zero emotional intelligence. It hoards the credit instead of handing out the credit. Donor-centricity, on the other hand, takes advantage of discoveries in neuroscience to generate a deeper emotional connection with supporters. You'll learn...

Learning Objectives:

  1. The few rules you must obey to switch from "corporate" communications (the stuff you're probably doing now) to far more lucrative donor-centered communications
  2. How to sustain and build your supporter base by creating a strong "family of shared purpose"
  3. The vocabulary of donor love, analyzing real-life examples from all 3 key communications activities: asking, thanking, reporting

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.