Seeing through a donor's eyes : how to make a persuasive case for everything from your annual drive to your planned giving program to your capital campaign / Tom Ahern.
Publisher
Medfield, MA : Emerson & Church, Publishers, 2012.
Do you need this book? -- And if you are in a capital campaign -- Types of cases: a shopping guide -- Why you matter to donors -- Writing a fabulous case is easy -- The case writing process: an overview -- Day 1: gather your pile of information -- Also on day 1: decide about interviews -- Day 2: conduct your interviews -- What kinds of interview questions -- Day 3: skim the cream -- Wanted: emotional triggers and benefits -- Day 4: the internal case emerges -- Day 5: start writing -- What do we call it? -- The marketing brief: your skeleton -- Writing ills? The doctor is in -- Telling your story -- Prepare to be browsed -- Make your case bigger than you -- Put it in a nutshell, too -- Take your prospect on a verbal tour -- How you say things does matter -- The cherry on top -- The call to action -- The role of visuals -- "I'll know a great case when I see it" -- Reality check.
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