Getting to Aha!

Refusing to spend the time and money to learn how to craft and test messages strongly undermines your fundraising goals. Aha! messages are an investment your leadership has to make to succeed.

But here's what you're up against: Fundraisers like you plus marketers and executive directors are most focused on messages, with individuals in those roles comprising 78 percent of survey respondents. Make sure you involve the rest of your colleagues in aha! message development from the beginning.