April 9, 2009 | Read Time: 1 minute
NEW BOOKS
Missionizing Your Special Events: How to Build a System of Events That Engages Donors Who Will Stay With You for Life, by Terry Axelrod, offers advice on attracting and keeping supporters. Ms. Axelrod, founder and chief executive of Benevon, a fund-raising consultancy in Seattle, describes several different kinds of special events. The “point of entry” event is meant to draw in a wide variety of possible supporters. The follow-up to that is the “free one-hour ask” event, during which development directors, after a “well-rehearsed, tightly choreographed mix of compelling facts, stories, music, video, and testimonials,” ask people who attended on the previous occasion for a specific donation amount. The author also gives tips on designing events around holidays and milestones, such as a group’s anniversary or a move into a new building.
Publisher: Benevon Publications, 2100 North Pacific Street, Seattle, Wash. 98103; (206) 709-9400; fax (206) 352-9492; info@benevon.com; http://www.benevon.com; 160 pages; $49.95; ISBN 978-0-9700455-9-1.
