Just in time for your year-end appeals . . .

Writing In-House Direct Mail Appeals
(E-appeals Too!) That Work

Because They Follow Simple Guidelines!

Register for Tom's DM Appeals Webinar

Writing In-House
Direct Mail Appeals

(E-appeals Too!)
That Work . . .
Because They Follow Simple Guidelines!


Learning how to write an effective direct mail (and e-mail) appeal is the best basic training you can get in fundraising. This 1.5 hour heavily-illustrated mega-webinar will teach you about offers, expectations, grabbing attention, emotional triggers ... and so much more!

What is Tom Ahern's $129 September 2022 MEGA-webinar REALLY about? Direct mail + email appeals ... just in time for your fevered year-end fundraising efforts.

How do you know this MEGA-webinar about successful fundraising (digital and print) appeals is timely for your organization?

Here's a clue: If your year-end results in 2021 disappointed you (your boss, your board), then, yes, some investment in training is definitely worth your nonprofit's consideration.

In 2022, don't guess ... KNOW what's what. Learn the best basics for appeal writing ... how the pros implement them with impactful flair ... and how you can reach for the sky and soar!

Just one of many testimonials: "I learned everything ... from Tom Ahern. [And] with [his] changes ... we raised twice as much with our Christmas appeal [then we'd] ever had in the past...." ~ Australian charity, March 2020.

  • Memo to all charities in 2022: Direct mail appeals, companion email appeals, complementary social posts, even phone calls from board members to new donors ... they all work together to produce your charity's biggest year-end return. >> Heck, because we dip into the psychology of donors, you might even learn something at this $129 MEGA-webinar that will boost your results on Giving Tuesday; @ your gala; even in an elevator!

FAQ: "My boss thinks direct mail fundraising is probably dead. Is he right?"

Well, your boss' opinion is always worth listening to (job security).

But is your boss really right? What's today's data actually say?

Direct mail fundraising in 2022 continues to be the biggest contributor of "mission fuel" to the budgets of many, if not most, nonprofit organizations in the U.S., Canada, etc.

It is also how most nonprofits attract first-time donors who later go on to become MAJOR donors. “...when we review the data, the source of a majority of major donors came through a direct-response mail appeal where they gave a [first-time] gift of $25!” Richard Perry, Veritus Group, reported in 2020.

When the Internet started to become "a thing" in people's daily lives, a reasonable-sounding rumor soon spread amongst smaller nonprofits that direct mail would die, forced out by digital fundraising.

Didn't happen. The Internet turned out to be just another messaging channel. These days, direct mail works hand-in-hand with digital to raise the bucks that keep your mission healthy.

FAQ: "We're not that big! Is this webinar suited to MY local/regional org.?"

This MEGA-webinar was developed over a decade for small-to-midsize and local charities, to explain what the big, direct-mail-dependent charities with hundreds of thousands of donors have discovered and practice.

This MEGA-webinar introduces local charities with limited budgets and smaller staffs to the BASICS of direct mail and (now) e-appeals. It also openly shares "insider" tricks that help big-charity pros consistently produce above-average response.

This MEGA-webinar teaches the important core principles of writing a successful direct-mail annual appeal ... scaled down to causes with modest-sized audiences (hundreds to low thousands to a few tens of thousands).

In fact [the very GOOD news], LOCAL causes have a distinct advantage in 2022's over-crowded mailbox/in-box.

FAQ: "Are the diret mail principles I'll learn here guaranteed?"

Wish we could ... but nope. See: you're going to write your appeals; not us. And when you do that, you'll find yourself in a strange new world, writing in a way that can seem unsettling at first.

A common lament from newbie attendees who put these secret principles to work for the first time: "My boss thinks my new appeal is too cheesy!" Spoiler alert: one of the core rules you'll learn is this: “Ugly works. Tacky works. Corny, embarrassing, and messy all work. In print, or in digital." [... as direct-mail grand-master, Jeff Brooks, insists.]

If you apply what you learn (and your bosses let it go to print unscathed), you'll boost your chances of best-year-end-ever fundraising by a gorgeous country mile!

FAQ: "Do I have to attend 'the day of'? I'm in a WAY different time zone, on the other side of the planet."

We typically have attendees from time zones around the world. Please be assured: this MEGA-webinar is fully recorded ... including the ALL YOU CAN EAT Q&A (which can run on and on). 

This time, we're adding a 3rd expert practitioner to the all-you-can-eat Q&A mix: Mary Cahalane. She's super-competent. Mary raises great money both through direct mail and digital. She's one of the best in North America ... and at your service during Q&A!!!

You have a question? Mary, DM expert, will answer. As will DM expert Julie Cooper. As will author Tom Ahern; yet another winning DM practitioner...

If you can't for some reason attend the "day of," you can listen later when you're ready. (You'll also get everything in audio file format. Maybe take a hike and listen as a podcast?)

FAQ: "What's our return on investment look like?"

US$129 is your risk factor. That's your charity's entire investment: spending $129 ... for a multi-expert ride that's been decades and continents in the making. And updated yearly with new examples.

Will you make that $129 back (maybe many times over) in your first appeal attempt ... and for years to come?

Again, no promises: it depends heavily on how well you navigate 3 controllable key factors (which you will learn about during the MEGA-webinar).

STILL, here's our qualified guarantee: Assuming you apply these principles ADEQUATELY ... you'll make your money back ... and maybe much more! Let me repeat: you do NOT have to be GREAT at execution. ADEQUATE attention to detail is fine.


 >>> P.S. You can learn in 90 minutes what all ambitious, successful fundraisers need to know to make their appeals work far better. For $129 you'll sit in on an expert session unique on earth ... ask all the questions you care to ... then receive a recording ... and a handout you'll refer to for years.

Some good news on pricing, by the way: it's cheaper by the dozen.

You just need to buy one link to this webinar. If you want then to project that one link up on a big screen in front of your entire team: tens, scores, hundreds? Good for YOU!!! Many AFP chapters have done the same.

  • Once more ... is this MEGA-webinar JUST for smaller nonprofits? Absolutely not! We work with some of the biggest nonprofit brands in North America. So ... if you have a big target audience, come on in! The same guidelines and tips WILL apply ... and even biggies will likely raise more money!


Date of delivery? Thursday, September 15, 2022

 Time? 1 PM - 2:30 PM Eastern (Q&A comes after)

Trainer? Tom Ahern

And who might that be? "Tom Ahern is possibly the greatest non-profit copywriter on the planet." UK legacy guru Richard Radcliffe wrote in May 2021 / “Tom Ahern … is one of the country’s most sought-after creators of fund-raising messages.” The New York Times, Nov. 2016

Will this expert's appeals webinar be offered again in 2022? No. While updated frequently, it's offered as a MEGA-webinar just once each year.

SPECIAL OFFER to registrants: Our UNIQUE all-you-can-eat Q&A: You'll have all your questions answered. At our previous webinar in June 2022, 57 questions rolled in for 2 hours and 27 minutes AFTER the presentation finished ... answered joyfully by Tom and expert co-presenter, Julie Cooper (unless we didn't know a good answer, which happens from time to time). 

Another SPECIAL OFFER to all registrants: a magnet, if that's what you're craving. Once this in-depth 1.5 hour webinar (plus Q&A) is done, you'll receive a heartfelt thank-you card containing a perky magnet for your desk, car, fridge, metal-skinned robotic assistant ... to remind your colleagues (with cars) and bosses (with small, in-office fridges and robotic assistants)... of your impressive new expertise, knowledge and skills >>> now magnetically assured.

We will email all registrants after the webinar to find out where the special magnet should be sent!


What attendees said about Tom's last webinar ...

>> "This was an exceptionally good webinar—stuffed full of excellent content. I appreciate as well how generous Tom was with his time in answering questions from attendees. The questions elicited a bounty of additional insights."

>> "So many good tidbits and tons of illustrations."

>> "They’re fired up now. We projected [your webinar] and invited the gang. Best money EVER spent."

>> "I always love the examples he shows."

>> "I'm a veteran communication designer but very new to fundraising. I found every bit of your webinar super informational and super actionable. That said, having concrete examples where you pointed out where a newsletter was effective and why was extremely useful. Thank you!"

>> "So helpful to see examples of great work by other nonprofits."

>> "I found it all very helpful."

>> "Outstanding and extremely beneficial."

>> "Webinar was exactly what I thought it would be, in a good way."

>> "I was very happy with what I learned."

>> "I really enjoyed the Q&A session at the end. It's long but I feel like other people bring up questions I wouldn't necessarily think to answer and get to glean the knowledge from the answers."

>> "I found his session very helpful for my job."

>> "This webinar was amazingly helpful. Thank you again for 'bringing it!'"

>> "Tom is awesome!!! I always learn so much from him."

>> "We are blessed to have you as a resource!"

>> "Thank you for the great webinar!"



A good case for support is a prerequisite for record-busting success in ALL your fundraising ... whether it's your next grant application, your annual gala (especially if it's virtual), a new initiative ... or your all-important year-end appeal.

By the end of this 1.5-hour "outsized" webinar, attentive attendees will understand:

  • How case statements crucially differ from mission or vision statements ... and strategic plans

  • The "3 big questions" that must be answered in a strong case for support

  • Important charity-persuasion concepts like "Make it bigger!" and "Localism"

  • Why "Be brief/Be brilliant/Be gone" is great advice, suited to today's distracted audiences

  • The high purpose of offers (and what makes a good one)

  • The concept of "hugs" in donor communications

  • Whether "moral challenge" fundraising is right for you

By the end of this 1.5-hour "MEGA" webinar, attentive attendees will deeply appreciate why:

  • The 1st gift will always be the hardest ... and yet is SO promising

  • Most charities assume the wrong power dynamics. "She is not your donor. You are one of her charities"

  • "Emotions rule" (neuroscience, not opinion)

By the end of this 1.5-hour "super-sized" webby, attentive attendees will learn:

  • How nonprofits use annual reports effectively as stealth case statements

  • About Dr. Siegfried Vögele's discovery of "mental nods," key to persuasion

  • Why taking your prospects from point A to point B is crucial to campaign success

  • Why statistics are the weakest ammunition in your persuasion arsenal (for most prospects, though not all)

  • A proven, fool-proof 4-part appeal formula that made a UK agency rich and its nonprofit clients even richer (i.e., able to do much more good)

  • The world's simplest case-writing formula: problem/solution.

  • My personal process ... one that's created dozens of successful cases

On Thursday, March 24, 2022, at 1 PM Eastern ...
... in just a SINGLE intense super-sized 1.5-hour webinar ...
... you will learn how to create a case for support that captures people's imagination ... and inspires greater giving from existing donors!

Cost? $129

Will this popular webinar be offered again in 2022? 

Sorry: just this once.


About Tom ...

Tom Ahern is one of the world's foremost experts on fundraising communications.

Tom Ahern

Tom's clients include USA for UNHCR (fundraising for refugees), the Tomaquag Museum (Indigenous), Ithaca College, Lansing Arts (MI), the North Carolina Arboretum, the Marine Mammal Center (CA), the Institute for Sustainable Philanthropy (UK), Teach for America, the Sharp Healthcare system in San Diego, Lucile Packard Children's Hospital at Stanford University, Save the Children Global, and many more. His services for these various clients include case development, direct mail, donor newsletter development, donor comms audits, online course development and staff training.

Sorry, beagle [above] not included in training

Tom's specialty? Changing underperforming donor communications programs into moneymakers, using the latest discoveries in psychology and neuroscience. He has authored seven how-to books on donor communications (all highly rated on Amazon) and speaks internationally. He is a member of The Case Writers creative collective. His free how-to newsletter has more than 10,000 subscribers. His website is aherncomm.com.

Don’t Wait! Register Now
Tom Ahern's Webinar:
Writing In-House Direct Mail Appeals (E-appeals Too!) that Work Because They Follow Simple Guidelines!

Tom says, "Give me 90 minutes and I'll show you how to boost your fundraising revenue with words and images."