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Thursday, May 14 • 10:15am - 11:15am
B1-1: The Big (little) Diff: Writing for Digital | generously sponsored by

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The digital realm is different in key ways. It can move and speak (video can deliver donors to the front lines). It's action-oriented: people LOVE to click; they seldom read.

As giving increasingly shifts online, what are today's best practices in an ever- evolving world? Turns out: old school. Offers. Great headlines. Donor-centricity. The same skills you needed for print.

Covered in the session: the real purpose of email (it's not reading); how to write subject lines that grab higher
opening rates; building a "family of purpose" (a movement) online through social media; warm vs. cold website giving pages; choosing content for Facebook posts; and why you need "sad" to sell "hope" ... and how to find "your special sad."

This overview of writing examines how a small animal welfare charity in Bangkok, Thailand, can now raise $350,000 every month in donations from American women 45 and older ... using Facebook alone. (Maybe you can do it, too!)

avatar for Tom Ahern

Tom Ahern

Award-winning Copywriter & Journalist, Ahern Donor Communications, Ink.
In 2016, the New York Times called Tom Ahern "one of America’s most sought-after creators of fund-raising messages." His specialty? Using discoveries in psychology and neuroscience to turn underperforming donor communications into moneymakers. He's authored six books on donor communications... Read More →

Thursday May 14, 2020 10:15am - 11:15am
Okanagan Room
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