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In this episode of “RKD Group: Thinkers,” we sit down with Tom Ahern—copywriter, self-described “message nerd” and one of the most influential voices in donor communications. With decades of experience spanning commercial marketing, direct response and nonprofit fundraising, Tom brings a refreshingly candid perspective on what actually drives donor engagement and what quietly undermines it.
Tom started in public relations, moved into high-stakes technology marketing and eventually ran his own ad agency. It wasn’t until around 2000—through his wife’s nonprofit consulting work—that he stepped into the world of fundraising. What began as a favor (writing a single direct mail letter) quickly became a career-long focus on improving how nonprofits communicate with donors.
What he discovered early on still shapes his thinking today: Most nonprofit communications aren’t built to succeed. They’re built from imitation, internal priorities and outdated assumptions about what donors care about. And in a rapidly evolving landscape shaped by digital channels, AI and shifting donor expectations, those weaknesses are only becoming more visible.
Today, Tom is widely recognized for helping organizations rethink donor communications from the ground up—focusing on clarity, empathy and response-driven messaging. His work challenges fundraisers to move beyond “broadcasting” and toward true communication that resonates and drives action.
In this episode, Tom reflects on how his marketing background shaped his approach to fundraising, what nonprofits consistently get wrong about messaging and why the future of fundraising depends on getting the basics right.
