Earlier this year at AFP’s 53rd International Conference, I had the privilege to interview Tom Ahern, a world renowned expert in donor communications and fundraising case statements.
Interview Highlights (Transcript)
Here are some excerpts from our interview, but be sure to watch it in its entirety to get all the nitty-gritty details.
Case Statements should Tell a Story
AE: What can you tell me about case statements — good, bad, ugly?
TA: Mostly they’re done for capital campaigns.
What I’ve found is that cases are an internal struggle, but they are uninspirational for the most part. What comes out of a committee is that the edges are scrubbed off, it’s sanitized, and jargon is pumped in, and you can’t understand have of it.
I think there is a place in the world that’s very revolutionary for a case statement that actually tells a story and is fascinating. But you need to make the donor the hero, rather than the organization.
AE: How do you recommend we do that?
TA: You fire your committee… (laughing) … Awareness is helpful.
What we’re saying on the page is there for a good reason.
Watch the full interview for more on this topic.
Case Statement Rules of Thumb
AE: What are some rules of thumb you would give people?
TA: Most cases start from an organizational viewpoint, so they start with “we’re going to show you how good we are, and you will be persuaded, and then you will make an informed decision.”
None of that is actually true. None of that is the way it works in the donor’s mind.
The name of my book is Seeing Through a Donor’s Eyes. The first thing you need to do with the inside audience is get them to stop seeing their place the way they are used to on a daily basis. If you’re Harvard, you don’t need to convince anyone you’re a good place.
What you’re trying to do is make the donor the hero of the story. This is a myth thing. You’re trying to extend their purpose in life. They are going to give you large amounts of money. This is about them, not about you.
Watch the full interview for more on this topic.
How to Make the Donor the Hero
AE: Give an example of how you make the donor the hero. What does that mean?
TA: You put the word “you” on the cover.
AE: Yes! One of the things I learned early on from you was to go through anything I was writing and circle all the times we said you or I.
TA: It has to be in the big type, because nobody reads the small type! The committee can use any language they want in the small type. As long as I have the big type, I can get the donor into the story — this is how you’re changing the world.
Institutions have this fancy idea of themselves. They feel uncomfortable when they’re talking in a normal voice.
AE: How do we get them to go around the committee?
TA: The average tenure of a development director is 16 months. One of the key contributing factor, I believe, is being second guessed by your boss and not being allowed to actually do the work. The director of development should have absolutely control of every donor communication.
AE: That’s what you hired them for, you better trust them. While they’re there, trust them.
Watch the full interview for more on this topic.
More Words of Wisdom from Tom Ahern
AE: Any last words of wisdom?
TA: Love your donors. See yourself as a golden retriever. Kiss them and hug them!
Well said, Tom. Well said.
You can find more words of wisdom from Tom Ahern about case statements and a variety of other topics on his website, Ahern Donor Communications.
We have one donor who’s given $5,000–a board member, but no one else. Does that mean we should not go down the major gift road? We do not have a Development Director–I am the Executive Director and Joan is the Program Coordinator. We work together to raise funds,yes, mostly through grants and donations. United Way provides about 30% of our $74,000 budget. I am funneling part of my salary back into our literacy organization to keep us afloat. What do you suggest?