A donor-centric approach to fundraising is crucial for maximizing donor engagement and achieving sustainable fundraising success. It revolves around understanding and prioritizing the needs, preferences, and motivations of donors to create personalized experiences that resonate with them. Transparency plays a vital role, as donors want assurance that their contributions are making a tangible impact. By providing clear and detailed information about how donations are utilized and the outcomes achieved, organizations can build trust and credibility, fostering stronger donor relationships. Moreover, offering various engagement opportunities beyond financial contributions, such as volunteering or attending events, helps donors feel more connected to the cause and invested in its success. Expressing genuine appreciation and recognition for donors' support further reinforces their commitment and encourages continued involvement. Adopting a multi-channel approach to fundraising ensures that organizations reach donors through their preferred communication channels, maximizing outreach and accessibility. Ultimately, a donor-centric approach not only drives fundraising effectiveness but also cultivates a loyal donor base that remains dedicated to supporting the organization's mission over the long term.

1. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
“Mommy, why do donor
newsletters exist?”
Explaining this money-making
workhorse to your doubting boss
1
With TOM AHERN and host, CHRISTIANA STERGIOU

2. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
Making Money with
Your Donor Newsletter
There is some pain involved.
2
Thank you for considering this course

3. © Tom Ahern &
Moceanic 2018
3
ASSIGNMENTS
CHANGES

4. © Tom Ahern &
Moceanic 2018
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They changed a handful of things on
the cover.
GIVING
TRIPLED

5. © Tom Ahern &
Moceanic 2018
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What’s “success”?
You keep your donors longer. You raise more money ...
now and through bequests. You grow your mission.
You do more good. PRINT newsletters help with all that.

6. © Tom Ahern &
Moceanic 2018
6
“Kiss 8 out of 10 goodbye.”
~ Tom Belford, commenting on the average (and
deplorable) 2014 “first-time donor” retention rate.
Source: Fundraising Effectiveness Project, with 8,000 responding charities.
Nothing’s changed since.

7. © Tom Ahern &
Moceanic 2018
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“For every 1,000 fundraising
[emails] delivered to
supporters, groups in our study
raised US$40.”
2015 M+R: new metrics for new channels
SORRY: 2016 was even worse: US$38 per 1K emails

8. © Tom Ahern &
Moceanic 2018
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“Now, not only does the newsletter generate tons of
planned giving leads (thanks to an insert/reply form
and BRE that surely will result in millions of bequest
dollars) but it ALSO generates a lot of revenue for the
annual fund. In fact, I just found out that this … issue
distributed to about 15,000 people generated over
$227,000. Wow!! Thank you for sharing your
knowledge.”
Greg Warner, founder/CEO, MarketSmart

9. © Tom Ahern &
Moceanic 2018
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“366% uptick in giving
from the newsletter.”
Major city library system

10. © Tom Ahern &
Moceanic 2018
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“Donations linked to the
newsletter increased by 150%.
With 52 more donors than the
previous year.”
Women’s shelter

11. © Tom Ahern &
Moceanic 2018
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“Our donor newsletter went
from making zero to becoming a
license to print money. It now
outperforms our appeals.”
2017: ED of a $60 million refugee aid charity

12. © Tom Ahern &
Moceanic 2018
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BASICS

13. © Tom Ahern &
Moceanic 2018
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You aren’t publishing a donor newsletter.
You’re delivering a reward.
It should gratify. Delight. Surprise. Offer. It should for a little while ease
social isolation, if your donor suffers from that.

14. © Tom Ahern &
Moceanic 2018
14 © Tom Ahern &
Moceanic 2018
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You ask. You thank. You report.
You ask. You thank. You report.
You ask. You thank. You report.
Appeals, thanks, & newsletters work together.
Your donor
newsletter goes here
The virtuous circle...

15. © Tom Ahern &
Moceanic 2018
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Source: John Haydon, April 2018
Your donor
newsletter goes here

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Moceanic 2018
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Your donor
newsletter goes here
Your donor
newsletter goes here
Your donor
newsletter goes here
Your donor
newsletter goes here
Source: Agents of Good

17. © Tom Ahern &
Moceanic 2018
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Persuasion secret: EMOTIONAL TRIGGERS
• Anger
• Duty
• Exclusivity
• Fear
• Flattery
• Greed
• Guilt
• Hope
• Salvation
Your donor
newsletter goes here

18. © Tom Ahern &
Moceanic 2018
18
WILL
FIGHT
FOR ANY CUTE THING IN DISTRESS, basically
The “cuteness factor” ~ Look it up: Wikipedia
Your donor
newsletter goes here

19. © Tom Ahern &
Moceanic 2018
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Source: Jeff Brooks, June 2013
Domain Formula content advice
Incl.
offers.
Incl. “social proof.”
(What did others like
me do?)
Take
readers on
journeys.
Incl. gratitude.

20. © Tom Ahern &
Moceanic 2018
20
Offer
In this course, you’ll discover how a print donor
newsletter, done well, can be a surprising money-machine
for your charity ...
• triggering new donations immediately ...
• significantly reducing donor attrition ...
• converting one-time donors into monthly donors ...
• inspiring mid-size donors to give at higher levels ...
• AND leading to lots more charitable bequests and other
forms of major giving.
Offer
Offer

21. © Tom Ahern &
Moceanic 2018
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• The BC SPCA has 70,000 monthly
donors. Some have been monthly
donors for 30 years.
(data obtained April 2018)
• 75% of charitable bequests now come from
monthly donors. A bequest is 7 times more
likely from a monthly donor.
Erica Waasdorp, The Sleeping Giant

22. © Tom Ahern &
Moceanic 2018
22 © Tom Ahern &
Moceanic 2018
22
OFFER
def. anything I can respond to

23. “Hero shot”
Offer
23

24. © Tom Ahern &
Moceanic 2018
24 © Tom Ahern &
Moceanic 2018
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“Hero shot”
Offer

25. © Tom Ahern &
Moceanic 2018
25
The Domain Formula
Developed in the 1990s for print.
Retested every year since ... still going strong.
Adapts well to digital.

26. © Tom Ahern &
Moceanic 2018
26 © Tom Ahern &
Moceanic 2018
26
The original Domain Formula:
What’s does a donor newsletter look like?
• Ideal length: 4 to 6 normal-size pages. Four
pages with an added half-flap tests well, too.
• Fewer than 4 pages doesn’t test well. No need
for more than 8 pages.
• One-color, two-color, full-color: all work

27. © Tom Ahern &
Moceanic 2018
27 © Tom Ahern &
Moceanic 2018
27
The original Domain Formula:
Who receives the donor newsletter?
• Current donors exclusively: those who have
given a gift in the last 14-18 months
• You can, of course, mail to others ... but the
Domain Formula is about making money.

28. © Tom Ahern &
Moceanic 2018
28 © Tom Ahern &
Moceanic 2018
28
The original Domain Formula:
How often do you mail?
• As often as possible, once it’s making money
• One homeless shelter mails monthly; ROI: 7:1
• 13 issues was “too many” – revenue declined
• Quarterly is probably a minimum schedule

29. © Tom Ahern &
Moceanic 2018
29 © Tom Ahern &
Moceanic 2018
29
Mails monthly
Its ROI is 7:1
Follows Domain Formula
attracts $2 million in extra charity

30. © Tom Ahern &
Moceanic 2018
30 © Tom Ahern &
Moceanic 2018
30
The original Domain Formula:
What’s does the newsletter talk about?
• It reports on “the impact of philanthropy” ...
how donors’ gifts have already made — and
can continue to make — a real difference

31. © Tom Ahern &
Moceanic 2018
31 © Tom Ahern &
Moceanic 2018
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The original Domain Formula:
What’s the biggest surprise?
• It’s mailed in a #10 envelope bearing a teaser:
“Your newsletter enclosed”
• It’s NOT a self-mailer
• Include a reply device (it’s a soft ask)

32. © Tom Ahern &
Moceanic 2018
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Self-mailer, name
and address right on
the newsletter, no
envelope
name
address
address

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Moceanic 2018
33

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Moceanic 2018
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35. © Tom Ahern &
Moceanic 2018
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Source: Jeff Brooks, June 2013

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Moceanic 2018
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Opinions are costly
True story...

37. © Tom Ahern &
Moceanic 2018
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“People don’t open envelopes.”
The firm opinion of a graphic designer in VA who talked a
charity into mailing its donor newsletter as a self-mailer.

38. © Tom Ahern &
Moceanic 2018
38
Documentary photo

39. © Tom Ahern &
Moceanic 2018
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Documentary photo
Attempt unsuccessful

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Moceanic 2018
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“People don’t open envelopes.”
Revenue dropped by half immediately. You
can’t guess at stuff and succeed. When you
know research and tests, you obey the research
and tests.

41. © Tom Ahern &
Moceanic 2018
41
Who is your newsletter
REALLY about?
Not you. The donor ... and her values.

42. © Tom Ahern &
Moceanic 2018
42
THE DONOR
ever-loving
shockingly generous
compassionate
thoughtful
caring
empathetic
dutiful
right-thinking
angry/fearful
yet hopeful
donor = agent of change

43. © Tom Ahern &
Moceanic 2018
43
“The reason so many nonprofit newsletters
are just big money-sinks is this: Their
purpose is to educate their donors about how
effective the organization is.”
Jeff Brooks, a member of the original Domain team

44. © Tom Ahern &
Moceanic 2018
44
“The money-making donor-focused
newsletter has a different purpose: To
remind the donor what an incredible
difference she makes.”
Jeff Brooks, a member of the original Domain
team

45. © Tom Ahern &
Moceanic 2018
45
Persuasion secret: ANCHORING
Whatever comes FIRST is most
important. Will it be “we, the
organization” or “you, the donor”?

46. © Tom Ahern &
Moceanic 2018
46
Anchored to the organization
We gave this hungry child all the
meals she needed, thanks to you
and other generous donors.

47. © Tom Ahern &
Moceanic 2018
47
DONOR-anchored
Thanks to you and other generous
donors, this hungry child got all
the meals she needed.

48. © Tom Ahern &
Moceanic 2018
48 © Tom Ahern &
Moceanic 2018
48
Values
match
Supporter-
anchored

49. © Tom Ahern &
Moceanic 2018
KIND
CARING
COMPASSIONATE
HELPFUL
FRIENDLY
FAIR
HARD-WORKING
GENEROUS
HONEST
Source: psychologist Jen Shang, quoted in the NY Times 2012
Your newsletter is also a mirror
49

50. © Tom Ahern &
Moceanic 2018
“When you refer to donors as
‘kind’ or ‘compassionate,’
giving goes up 10%.”
Source: Agents of Good, John Lepp, 2017
50

51. © Tom Ahern &
Moceanic 2018
51
A good donor headline:
(1) captures the gist of the story
(2) has a hook (anything new)
(3) applauds the donor (“you”)

52. © Tom Ahern &
Moceanic 2018
52 © Tom Ahern &
Moceanic 2018
52
NOT donor-centered DONOR-centered
Eyebrow
Headline
Deck
Here, the eyebrow makes all the difference

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Moceanic 2018
53 © Tom Ahern &
Moceanic 2018
53
Headline
Deck (comprised of
all 3 bullets)
Photo (eye magnet)

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Moceanic 2018
54
Flaw #1: Your newsletter doesn’t use the
word “you” enough/at all
A good donor newsletter is friendly, even intimate, in tone. It
embraces the reader in a very obvious way by generously using the
word “you,” especially in the headlines.
A corporate voice (a lot of “we did this, we did that”) keeps
readers at arm’s length ... which is NOT what you want when you’re
asking them for continued support.

55. © Tom Ahern &
Moceanic 2018
55
No “YOU”
No “YOU”
No “YOU”
FAIL
FAIL
FAIL

56. © Tom Ahern &
Moceanic 2018
56
Why do I ALWAYS
open their emails?
Because they love
me silly ... up one
side and down the
other.

57. © Tom Ahern &
Moceanic 2018
57
Flaw #2: A tribe needs an enemy
Seth Godin: “...build a tribe, [people] who want to hear from [you]
because it helps them connect, it helps them find each other, it gives
them a story to tell and something to talk about....”
Give “us” [the tribe] an enemy to defeat, as Stephen Pidgeon’s
formula advises.

58. © Tom Ahern &
Moceanic 2018
58
Give me a story to tell
I sent thousands
of dollars worth of
medicine to sick
people!
I save a
polar bear every
month!
I’m a
decent
person.
I’m following
the Scriptures.
Sources: Jeff Brooks, Mark Phillips

59. © Tom Ahern &
Moceanic 2018
59
ever-loving
shockingly generous
compassionate
thoughtful
caring
empathetic
dutiful
right-thinking
angry/fearful
yet hopeful
donor = agent of change
COMMITMENT IS
THE GRAIL

60. © Tom Ahern &
Moceanic 2018
60
“88% of dollars raised comes
from 12% of the donors”
~ Jay Love, Bloomerang, quoting the Fundraising Effectiveness Project;
April 2017, via Pam Grow

61. © Tom Ahern &
Moceanic 2018
61
You’re in my brain, in my face, in my home:
“Why are you here?”
Will you be the BAD guest or the GOOD one?

62. © Tom Ahern &
Moceanic 2018
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To make ME
feel good!!!
Important!
Wanted!
Needed!
Proud of myself!
Happier!
Pleased!
Entertained!
Surprised!
Hopeful!

63. © Tom Ahern &
Moceanic 2018
63
Your Donor’s Never-Ending
PERSONAL Story

64. © Tom Ahern &
Moceanic 2018
64
I only pay attention to what
interests me.
And what interests me most is
me. Ask anyone.

65. © Tom Ahern &
Moceanic 2018
65
ever-loving
shockingly generous
compassionate
thoughtful
caring
empathetic
dutiful
right-thinking
angry/fearful
yet hopeful
donor = agent of change
WHO IS
“ME”?

66. © Tom Ahern &
Moceanic 2018
66
How old is the typical
Australian/Canadian/Irish/NZ/UK/US
donor?
[ ] 20-35 years of age
[ ] 35-55 years of age
[ ] 55+ years of age

67. © Tom Ahern &
Moceanic 2018
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How old is the typical
Australian/Canadian/Irish/NZ/UK/US
donor?
[ ] 20-35 years of age
[ ] 35-55 years of age
[X] 55+ years of age

68. © Tom Ahern &
Moceanic 2018
68
4%
11%
17%
22%
46%
Donors by age (US DM)
<35 35-44 45-54 55-64 65+
HER! Source: TrueSense Marketing
68

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Moceanic 2018
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75
exactly

70. © Tom Ahern &
Moceanic 2018
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Calendar 2007 = 21,107 donors
Calendar 2008 = 21,994
Calendar 2009 = 21,261
Calendar 2010 = 21,887
Calendar 2011 = 21,846
Calendar 2012 = 21,017
Calendar 2013 = 19,872
Calendar 2014 = 17,508
Calendar 2015 = 16,893
Calendar 2016 = 15,484
Calendar 2017 = 16,549
Donor newsletter
completely
overhauled

71. © Tom Ahern &
Moceanic 2018
71
ARE YOU
READY?

72. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
What now?
So you might be asking yourself…
“How do I make this all work
so I can get it up and running quickly?”
72

73. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
You’ve got two options
•Don’t take the course. Keep guessing.
Retention remains a problem. Lifetime Value
stays low. Newsletter doesn’t pay for itself.
•Do complete the course. Stop guessing.
Retention improves. Lifetime Value rises.
Newsletter pays for itself ... and more.
73

74. © Tom Ahern &
Moceanic 2018
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JOIN US...

75. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
YOU WILL LEARN TO CREATE
A DONOR NEWSLETTER
YOUR DONORS WILL WELCOME,
ENJOY AND RESPOND TO
GENEROUSLY
75

76. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
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77. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
Your course in a nutshell
77
Introduction (you’ve already gotten started! You’re watching this now!)
Module 1: Building For Success
Module 2: Donor-Centricity: The Secret Sauce
Module 3: Are You Telling All Your Stories?
Module 4: Making Your Next Issue Great

78. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
ü Complete donor newsletter step-
by-step course
ü All the training is available now
ü 100% online convenience
ü 12+ checklists, cheat-sheets, and
guides all designed to make it
easy for YOU
ü Great interviews with the experts
ü Unlimited access to the course for
1 full year
ü 12 months access to Moceanic
Office Hours live video calls
ü 12 months access to the Moceanic
Online Course Community
ü 10 CFRE Credits
78
WHAT YOU WILL GET

79. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
YOUR INVESTMENT
EARLYBIRD SPECIAL OFFER
US$297
Offer ends Thursday May 24
(midnight US Eastern)
79
ARE YOU READY?

80. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
80
www.moceanic.info/newsletter

81. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
Even better when you join the course now
• www.moceanic.info/newsletter
• Special live webinar offer!
• FREE 30-minute newsletter review with Tom Ahern (newsletter you
produce during the course).
• This is limited to the first two people to sign up! Go for it!
81

82. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
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www.moceanic.info/newsletter

83. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
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84. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
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85. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
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www.moceanic.info/newsletter

86. © Tom Ahern & Moceanic 2018
USE APPROVED FOR COURSE PARTICIPANTS ONLY
SIGNUP NOW www.moceanic.info/newsletter
QUESTIONS ABOUT PLACING AN ORDER?
email hq@moceanic.com
GET TOM’S BONUS www.moceanic.info/20questions
86

87. © Tom Ahern &
Moceanic 2018
87
THE END
ever-loving
shockingly generous
compassionate
thoughtful
caring
empathetic
dutiful
right-thinking
angry/fearful
yet hopeful
donor = agent of change