Raise More Money Using Storytelling & Dynamic Communication

27 Feb 2023

Fundraising

Tom Ahern, a renowned nonprofit copywriting expert, joined Convergent Principal Jay Werth on a recent podcast episode to discuss ways nonprofit and economic development leaders can deepen donor relationships and cultivate investors by shifting their copywriting tone and messaging. ‘Nonprofit leaders often miss that their customer is their donor/investor, not just the people they are serving. In the nonprofit world it's important to win over the investor by marketing what's in it for them and for the community’s future,' said Tom. 'This is a shift away from messaging focused on the people being served.'

'You have to build backwards from your target sector. You have to really understand your target audience and what they care about,' said Tom. Though important, this shift isn't easy but it's something we've been doing at Convergent for 15 years!

Convergent's process is designed to address this critical shift. Our feasibility studies begin with a lens for clarifying the valuable outcomes that an organization delivers, so that we can appropriately gauge the amount of funding investors are willing to commit.'

With this information collected and analyzed, we are able to provide specific recommendations on both the amount that can be raised, as well as they factors in messaging that should be incorporated into a case for investment, and campaign communication. To Tom's point, this is an intentional shift away from focusing on service (or outputs as we would call them) and honing in on true investable outcomes the organization is delivering.

With this information at our disposal, we're able to engage potential donors and convert them to long-term investors the ultimate goal of any fundraising campaign.

But we can't throw the baby out with the bathwater the value of a more traditional or 'emotional' appeal remains critical alongside the outcome minded approach. Enter the importance of storytelling! Even for those of us who love data, there's no substitute for being able to put a face, with the data to drive home the true impact that outcomes deliver.

Catch the full conversation on how to effectively communicate with potential donors, listen to this episode of Convergent's podcast, the Difference. In it, you'll hear more important insight from Tom such as how to avoid the '7 deadly sins of writing the appeal or case statement.'

About The Author

Brian Abernathy

General Manager

Department: Team

I entered into the nonprofit field immediately after college driven mostly by a passion for outreach with teens. After launching a program in a local high school, I realized the importance and critical value of operations. I could invest my time in relationships with a handful of students, or I could invest it in systems that would enable scalability to reach hundreds of students. From that point on, my drive was systems and efficiencies that maximize the desired result.

I’m often kidded that this even overlaps into my hobbies and personal time. I want to find ways to be better and more efficient in everything I do. At Convergent, I get to fulfill this desire every day. I work with our team of skilled professionals to help increase the impact of the nonprofit organizations we work with in communities across the country.

Brian has developed a broad range of nonprofit experience through his career. He has led launches of local chapters for international organizations, directed the operational aspects of brand-new nonprofits, and developed cross-sector partnerships to identify innovative solutions for community development.

Prior to joining Convergent, Brian served as campaign director with a regional firm that managed capital fundraising campaigns for nonprofits. There he focused on building, scaling, and executing complex projects while developing systems to drive operational efficiencies.

Every nonprofit organization has an important mission but not many can quantify and communicate the value proposition of the impact they desire to achieve. Brian has helped organizations across various sectors develop case statements and impact strategies to effectively communicate their outcomes to key stakeholders and investors. At Convergent, Brian works closely with our project directors on strategic direction, day-to-day operations, expense control, and ultimately fundraising success for our clients

Brian resides in Buford, Georgia, with his wife, two daughters, one dog, and eight chickens.

Summary of Experience

VP of Operations at First Community Development, supervised entire operations staff of fundraising professionals and multiple capital campaigns.
Led development of a coalition of community leaders from various sectors to create Breakthrough Norcross — a collective impact initiative focused on improving educational and economic outcomes for students.
A member of Leadership Georgia class of 2019.
Elder and Treasurer at Emmaus Church.
BA in Business Management with an emphasis on Marketing from Carson-Newman College in Jefferson City, Tennessee.
Completed graduate level coursework at Moody Bible Institute and Reformed Theological Seminary.