Podcast Summary: The PM Podcast
Episode Title: The Point You Do Not Go Past: A Conversation with Tom Ahern
Release Date: April 18, 2025

Hosted by Jay Frost and sponsored by DonorSearch, The PM Podcast delves into the lives and minds of thought leaders in the social good sector. In this compelling episode, Jay Frost engages in an in-depth conversation with Tama Hearn, a luminary in donor communications and a celebrated author.

Introduction

The episode opens with Jay Frost introducing Tama Hearn, highlighting his significant contributions to donor communications and fundraising message creation. Tama is recognized by The New York Times as one of the most sought-after creators in his field. He’s an accomplished author, having penned multiple books, including his latest work, "Sim 1," a heartfelt reflection on love and loss following the passing of his wife, Simone Joyo.

Early Life and Writing Aspirations

Tama reminisces about his early passion for writing, even before he could formally write. He shares childhood memories of aspiring to be a writer at the age of four, despite not fully understanding what that entailed.

Tama Hearn [01:36]: "I remember wanting to be a writer when I was like 4, but of course, I couldn't write at that point."

Despite his early enthusiasm, Tama describes a challenging relationship with his parents regarding his career choices. His mother managed the business side of a daily newspaper, instilling in him a strong appreciation for business acumen, while his father worked in a factory and later contributed to building battleships during World War II.

Tama Hearn [02:24]: "My parents were not thrilled with my career choices. I just wanted to be a writer. Okay, there you go. See you later."

Raised in a household dominated by strong female figures, Tama attributes much of his grit and resilience to the women in his family, particularly his mother who managed advertising billing with unwavering determination.

Academic Pursuits and Poetry

Tama pursued higher education in English and Writing, reveling in the extensive reading he was encouraged to do. His university experience was enriched by mentors who introduced him to modernist poetry and avant-garde art, fostering his early foray into poetry.

Tama Hearn [08:36]: "I had good mentors who guided me through poetry, philosophy, avant-garde art—whatever caught my interest."

During his junior year, he collaborated with professors Keith and Rosemary Waldrop to set up a letterpress print shop, producing chapbooks of obscure and translated European modernist poetry. This hands-on experience with the physical aspects of bookmaking deepened his appreciation for the craft.

Tama Hearn [10:55]: "Chapbooks? Yeah, I probably have four or five types of cancer from the fluids we use to clean the press, but who knew."

Transition to Commercial Copywriting

Tama’s transition from poetry to commercial copywriting was somewhat serendipitous. After securing a position at the Arts Council in Rhode Island, he discovered that his passion for words could be harnessed effectively in advertising. This revelation led him to immerse himself in numerous "how-to" books on advertising, aiming to excel in producing impactful fundraising messages.

Tama Hearn [17:53]: "I went into the ring feeling like I'm going to really make myself as good as I can be as a writer, a commercial ad writer."

One of his early projects involved creating an elaborate menu for a sandwich shop, where he learned the value of using descriptive adjectives to enhance perceived value.

Tama Hearn [19:00]: "It's cheese, but it's farm-raised cheese. All organic cheese with these light veins of blue running through them. That'll be five bucks."

Tama emphasizes the importance of honesty in copywriting, ensuring that messaging is transparent and avoids misleading the audience.

Tama Hearn [20:48]: "It's being honest about everything you're saying. Essentially, to the degree recognized in the advertising world, honesty is a little bit of a kind of jello y thing."

Work with Nonprofits

As Tama’s reputation grew, he began collaborating with a diverse array of nonprofit organizations. His approach involves a deep understanding of the client's mission, audience, and desired outcomes. Tama often employs methods like the "three-second test," derived from neuroscience, to ensure that messaging captures attention swiftly and effectively.

Tama Hearn [30:21]: "The three-second test is based on some good neuroscience where we now know that people actually will lean into a decision as fast as three seconds."

Tama’s clientele spans from small regional groups to large, well-established nonprofits. His commitment to producing meaningful and honest communication has made him a trusted partner in the fundraising community.

Personal Life and Simone Joyo

A poignant segment of the conversation centers on Tama’s late wife, Simone Joyo. Tama shares the profound impact Simone had on his personal and professional life. They met in the mid-1980s, bonding over a shared love of clams in Rhode Island. Simone was a dedicated professional in organizational theory and governance, contributing significantly to Planned Parenthood as a board chair.

Tama Hearn [35:33]: "We met over fried clams at a clam shack. It was the beginning of a 37-year marriage."

Simone’s dedication to women’s rights and her ability to navigate and improve organizational structures left an indelible mark on Tama. Her passing due to a massive stroke in 2020 deeply influenced his latest work, "Sim 1," which serves as an ode to her legacy and his journey through grief.

Recent Challenges and Writing a Memoir

In recent years, Tama faced significant personal and professional challenges, including backlash from a controversial tweet that affected his business. Coupled with the global upheaval caused by the COVID-19 pandemic, these experiences propelled him to explore memoir writing as a means of processing his emotions and experiences.

Tama Hearn [46:41]: "Writers are very hyper critical, self-critical, and for the longest time, I couldn't write anything that I thought a reasonable person would find of entertaining value."

Despite his self-doubt, Tama has begun to embrace writing as a form of authentic expression, allowing him to connect more deeply with his audience and explore personal narratives.

Insights and Conclusions

Throughout the conversation, Tama Hearn imparts invaluable insights into effective communication, the importance of authenticity, and the delicate balance between creativity and honesty in fundraising. His journey from a passionate poet to a trusted nonprofit communicator underscores the transformative power of words in driving social good.

Tama Hearn [32:09]: "How are you using your 3 seconds? Are you using it as well as you could, as smart as well as you might?"

Tama’s emphasis on standing firm in one’s professional role, resisting power dynamics, and maintaining integrity in messaging serves as a guiding principle for fundraisers and communication professionals alike.

Notable Quotes

• Tama Hearn [03:00]: "My house is a memorial to my parents and to Simone. Her photos are everywhere."

• Tama Hearn [20:48]: "It's being honest about everything you're saying. Essentially, to the degree recognized in the advertising world, honesty is a little bit of a kind of jello y thing."

• Tama Hearn [30:21]: "The three-second test is based on some good neuroscience where we now know that people actually will lean into a decision as fast as three seconds."

• Tama Hearn [34:36]: "I had to get it out of me... I needed to write that book to just say thank you."

• Tama Hearn [41:42]: "I just not that interested in them. I don't like the paperwork. I like to keep my tax returns simple."

Final Thoughts

This episode of The PM Podcast offers a profound look into Tama Hearn’s life, blending his professional expertise with deeply personal narratives. Tama’s journey highlights the intersection of passion, resilience, and authenticity, providing listeners with both inspiration and practical wisdom for making a meaningful impact in the realm of social good.

For more insights and inspiring conversations, subscribe to The PM Podcast on your preferred listening platform and explore additional episodes focused on front-line social good initiatives and fundraising strategies.