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

Ahern, an author, communications trainer, and journalist who has written cases for successful campaigns, explains how to write a successful case for support for an organization’s fundraising campaigns. He outlines types of cases, mission statements, writing a case by answering questions, and the writing process, including conducting interviews, finding emotional triggers and benefits, writing marketing briefs, telling the organization’s story, using visuals, and being straightforward. There is no bibliography. Annotation (c)2009 Book News, Inc., Portland, OR (booknews.com)

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