# Keep Your Donors

- Link: https://fundraising.co.uk/books/keep-your-donors-the-guide-to-better-communications-and-stronger-relationships-the-afpwiley-fund-development-series/
- Published: 2007-11-10T07:55:00+00:00
- Author: Howard Lake

**The Guide to Better Communications and Stronger Relationships**

Written by fundraising experts Tom Ahern and Simone Joyaux, _Keep Your Donors_ is
a winning guide to making disappointing donor retention rates a thing of the past.

This practical and provocative book will show you how to master the strategies and
tactics that make fundraising communications profitable.

Most fundraising programmes do a stellar job of finding donors, but keeping them
is another matter: most new donors do not return after their first gift. These lost
donors represent major lost potential—for an organisation’s annual giving programme,
capital campaign efforts, and major and planned gifts.

For the first time in one book, nonprofit professionals will find an in-depth analysis
of the two things that matter most to long-term fundraising success: relationship
building at all levels of the organization and a thorough look at effective fundraising
communications.

This practical and provocative book shows nonprofit professionals how to:

 * Master the strategies and tactics that make fundraising communications profitable
 * Create a “culture of philanthropy”
 * Apply hard-core marketing principles to fundraising
 * Understand the most complete discussion of emotional triggers ever written and
   the science behind them
 * Create plans for relationship-building and donor communications
 * Build a truly “donor-centered” program
 * Write a case for support
 * Measure effectiveness…and much more

This book was written for all fund development professionals who want outstanding
results. Those seeking their CFRE credential will find it doubly helpful. The authors
based their work in part on the CFRE and AFP job analyses, which document the roles,
knowledge, and competencies required for effective fund development.

Enthusiastic, readable, and filled with case studies, Keep Your Donors is the definitive
guide to getting new donors—and keeping them—for many years to come.

Part of [The AFP/Wiley Fund Development Series](https://www.wiley.com/en-us/The+AFP+Wiley+Fund+Development+Series-c-6103).

## Reviews

“A great book…a great read…value beyond words. Ahern and Joyaux have married ideas,
insights, stories, and real-life examples to remind us all…it is all about the donor.”
**
J. A. (Tony) Myers**, Advisor to the President (Strategic Initiatives) University
of Calgary, Calgary, Canada

“A broadly nuanced view of written and personal fund development communications 
and their purpose—creating and sustaining relationships—that embraces philosophy,
strategy, and practical tips. The counterpoint of their style intrigues, and their
prose is lively and surprising: interspersing anecdotes with intermezzos with powerful
challenges to the way we approach our work and our relationships. Bravo!”
**Kay 
Sprinkel Grace**, Principal, Transforming Philanthropy, LLC