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Writing Simple, Effective Appeals with Tom Ahern

  • 29 Apr 2024
  • 10:00 AM - 1:00 PM
  • Zoom


Writing Simple, Effective Appeals with Tom Ahern

Monday, April 29, Zoom

Part one: 10-11:30am
Part two: 11:30am-1pm

MVNC is thrilled to host fundraising communications experts Tom Ahern and Julie Cooper for a hands-on workshop on fundraising appeals. Don't miss this opportunity to not only hear their expertise, but also to workshop your appeal live! This training is ideal for anyone in the nonprofit community who writes, provides feedback, or approves donor communications. We hope you and your fundraising team will be able to join us. 

Please register in advance via Zoom here. 

Part one: Writing Simple, Effective In-house Direct Mail Appeals (E-Appeals too!)

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. 

Part two: Q&A and Copy Clinics 

Immediately following the training, we will move into an interactive Q&A and appeal editing session. Tom and Julie will answer any questions that came up during the presentation and then will work together through 3-4 organizations' appeals to give copy/design advice on the fly. If you are interested in reviewing your organization's appeal in the workshop, please email us

About the Speakers

TOM AHERN, your trainer:

The New York Times called Tom "one of America's most sought-after creators of fund-raising messages." Tom Ahern is one of the world's foremost experts on fundraising communications. 

His 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.

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. Sign up at

JULIE COOPER, your moderator:

Julie’s fancy title on her email signature is "Fundraising Copywriter and Donor Comms Specialist." This means she loves working with her nonprofit clients to plan, write, and design effective print and digital communications. Combining a passion for meaningful connections with expert skills, Julie helps bring messages to life, driving both engagement and fundraising success for her clients. Most recently, Julie co-authored the book “Heartable Fundraising Writing” with her writing partner Brett Cooper. You can sign up for their weekly newsletter and learn more at

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