# The Mercifully Brief, Real World Guide to… Raising More Money With Newsletters Than You Ever Thought Possible

- Link: https://fundraising.co.uk/books/the-mercifully-brief-real-world-guide-to-raising-more-money-with-newsletters-than-you-ever-thought-possible/
- Published: 2014-03-07T07:55:20+00:00
- Author: Howard Lake

**Countless organisations are raising more money with their newsletter than with
traditional mail appeals. And after reading Tom Ahern’s acclaimed book, you’ll understand
why. **

Great newsletters, as distinguished from the mundane ones many of us receive, have
so much more going for them. For starters, they deliver real news (not tired features
such as “From the Director’s Desk” and “Introducing Our New Staff”). They make the
donor feel important. They use emotional triggers to spur action. They’re designed
in a way to attract both browsers and readers. And they don’t depend on dry statistics
to make the organisation’s case.

The essence of Ahern’s book centres around seven fatal flaws, which he exposes one
by one.

## About Tom Ahern

Tom Ahern is recogniaed as one of North America’s top authorities on nonprofit communications.
He began presenting his top-rated _Love Thy Reader_ workshops at fundraising conferences
in 1999. Since then he has introduced thousands of fundraisers in the U.S., Canada
and Europe to the principles of reader psychology, writing, and graphic design that
make donor communications highly engaging and successful. He founded his consulting
practice in 1990. 

Tom Ahern’s other books include:

 * How to Write Fundraising Materials that Raise More Money
 * Seeing Through a Donor’s Eyes.