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NEW BOOKS
Catching and Keeping a Donor's Attention in Direct Mail
By Anne W. Howard
How to Write Fundraising Materials That Raise More Money
by Tom Ahern
"Where donor communications are concerned, assume the worst. Assume they won't work," urges Tom Ahern, a consultant in fund-raising communications. "Assume even your donors will ignore you most of the time. You'll be close to the truth."
But, he writes,...