Special event
Nov 16
12PM - 2PM

$45 Members
$60 Non-members

SEIU Conference Center
1800 Massachusetts Ave. NW
Washington, DC 20036
View map


Lunch & Learn: The 10 Commandments of Compelling Copy and the 11 Commandments of Fundraising Design

Are you violating the 10 Commandments of Compelling Copy?

Words matter. And that’s especially true when communicating with your donors. Sign up for our November Lunch and Learn session (lunch included of course!) to make sure your copy isn’t violating any cardinal rules like:

  • The 1 commandment that every copywriter must remember before writing a word (and that anyone editing and approving copy needs to know)!
  • 3 absolute truths about your next direct mail letter or email
  • 5 key ‘thou shall nots’ that might be killing your copy

And lest you thought we were ignoring the important role of good design in our session on compelling creative, fear not! You’ll also get…

…the  10  11 Commandments of Fundraising Design

(11 because designers like to break the rules.)

If Moses brought down the tablets today, would they be “in brand”?  Should he have used a different font? And why designers can be jerks. Join us in November and you’ll get the answers to these questions and so much more:

  • 5 “thou shalls” of direct marketing design
  • False design gods you must not worship.
  • When thou should consider breaking the budget and when it doesn’t matter.
  • When a good brand can smite your response
  • When is it ok to covet thy neighbor’s control?
  • Designing for non-designers, a little production and some truths about your audience.

This lunch and learn session will be irreverent (you may have picked up on that) and jam-packed with real-world examples from across our industry and around the world. Our extensively experienced (we don’t just mean old) presenters will show you how you can make your next fundraising communication more interesting, impactful, exciting — and profitable — by following their commandments of compelling creative.

Register today so you don’t miss out on Tom Gaffny of Tom Gaffny Consulting and Steve Fleshman of DR2, our headliners for what is sure to be a sold out session!


This Lunch & Learn is available for CFRE Continuing Education Points! Full participation in The 10 Commandments of Compelling Copy and the 10 11 Commandments of Fundraising Design is applicable for 1.0 point in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Participation in The 10 Commandments of Compelling Copy and the 10 11 Commandments of Fundraising Design may assist you in learning or reviewing concepts covered on the Certified Fund Raising Executive (CFRE) examination as detailed on the Test Content Outline provided by CFRE International. CFRE International does not sponsor or endorse any educational programs and The 10 Commandments of Compelling Copy and the 10 11 Commandments of Fundraising Design was not developed in conjunction with CFRE International.

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Our event sponsors

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Tom Gaffny, Principal, Tom Gaffny Consulting

Tom Gaffny is the principal of Tom Gaffny Consulting, an agency dedicated to providing breakthrough Strategic and Creative support for America's best nonprofit organizations. During his career, Tom has received repeated national recognition for his development of high-impact strategic and creative solutions on behalf of his client partners. In his career, he has won 23 ECHO awards for creative excellence from the International Direct Marketing Association, as many as any Creative Director in the world, and more than 200 Creative Awards from the New England Direct Marketing Association. Tom has also been recognized by NEDMA as the region's Direct Marketer of the Year, and has been singled out as Best Copywriter a record 7 times. He has also been recognized as one of the Top Men in Fundraising by Fundraising Success magazine. Prior to beginning this consulting agency, Tom was Executive Vice President of Epsilon's Fundraising division. In this capacity, he led a team of more than 50 marketing professionals, providing consultative fundraising services and support to nearly 200 non-profit organizations nationally and globally, including many of the largest and most prestigious charities in America.


Steve Fleshman, Founder/Creative Partner, DR2

I’ve been designing direct response online and direct mail packages for over 29 years and I know what it takes to captivate, motivate and compel an audience to act.


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