Each afternoon at around 2:30 the daily gem-filled missive from Jeff Brook’s Future Fundraising Now arrives in my e-mailbox.

Part wit, part iconoclast, almost always spot on, Jeff is merciless on much of the foolishness – branding studies, focus groups, ‘creative’ advertising, laborious organization-centered copy – that destroys effective fundraising.

Last week a special treat arrived in my postal mailbox — a copy of Jeff’s new book:  
The Fundraiser’s Guide to Irresistible Communications: Real-World, Field-tested Strategies for Raising More Money.

If you don’t do anything else today, take a moment and order this gem.

In fact, order several copies – especially extras for your CEO, program folks and key board members. I guarantee it’ll soon have a dog-eared, underlined and well-worn place on your bookshelf, providing tested ammunition to counter all the copy-related nonsense you encounter.

Not only is Jeff’s Guide jam-packed with practical advice on copywriting (long vs. short messages … grammar for fundraisers … the importance of being urgent … not to mention the importance of being plain, corny and obvious), it’s written by a leading advocate of donor-focused fundraising.  Click here to view the Table of Contents.

It’s no wonder that some of the best in the business are raving about Jeff’s new book. Copy genius Tom Ahern, author of Seeing Through a Donor’s Eyes calls Jeff’s book “an instant classic that will be read and re-read obsessively by the fundraisers of this world.”

Katya Andresen, the brilliant Chief Strategy Office over at Network for Good and author of Robin Hood Marketing describes Jeff’s Guide as “A fundraiser’s breakfast of champions—bread-and-butter fundraising wisdom based on years of experience.”

And fundraising veteran Stephen Hitchcock, former CEO of Mal Warwick & Associates and author of Open Immediately: Straight Talk on Direct Mail Fundraising says, “This brief book is packed with practical advice and research to back it up. It’s a delight to read as well.” Stephen also suggests, “Give this book to everyone in your organization — and to your best board members.”

In a world where too many pay lip service to becoming ‘donor-centric’ while failing to put it into practice, Jeff gives us the ‘why’ and ‘how’ of creating copy that puts the donor first and foremost.  Here’s his advice:

“Here’s what’s most important to remember. Post it on your wall. Tattoo it on your forearm:

Donors don’t give because your organization is great.

They give because they themselves are great.”

While you’re waiting for your copy of Jeff’s Guide to arrive, take a moment to read this brief excerpt from the book and you’ll understand why this post is titled “Coca-Cola Fundraising”.

Jeff, you deserve an Agitator raise.

Roger

P.S.  Among the nuggets you won’t want to miss is Jeff’s revelation of the “Three Things You Should Know About Donors” and the “Three Fundraising Myths.” If you aspire to a black belt in fundraising, order this book today.