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Donor Stories in Marketing— To Use or Not to Use?
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Donor Stories in Marketing— To Use or Not to Use?

This session will include our Annual Meeting. Cost is $10 for CPGR Members and $20 for Non Members. Please let us know if the registration fee will keep you from attending.

 Export to Your Calendar 11/5/2020
When: November 5, 2020
11:15 a.m to 1:15 p.m.
Where: Virtual - Via Zoom
Denver, Colorado 
United States
Presenter: Claudine A. Donikian, JD, MBA, President, CEO, CMO at Pentera, Inc.
Contact: Tina Drum
(303)932-2764


Online registration is available until: 11/4/2020
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Donor Stories in Marketing—To Use or Not to Use?

The planned giving industry assumes that donor stories are an effective way to inspire other donors and to increase engagement, including response, in marketing materials. There has been no formal, large-scale research study conducted on planned giving marketing materials to support or counter those assumptions—until now. The Pentera research study to be presented analyzes two key metrics: the click-through rate and the response rate in tens of thousands of e-newsletters that went to millions of prospective donors over several years. The study includes one surprising key finding: certain types of donor stories can actually decrease response rates. Based on the findings of the study, we will recommend when to use donor stories in marketing materials and when not to, as well as what types to avoid. Attendees will receive guidelines for writing effective donor stories and using donor blurbs to get the best response rates possible.

Learning Objectives

  1. Discover the impact donor stories have on click-through and response rates.
  2. Learn what makes a donor story effective—or ineffective.
  3. Explore guidelines for writing effective donor stories.

Claudine A. Donikian, JD, MBA
President & CEO
Pentera, Inc.

Claudine A. Donikian, JD, MBA, is the president/CEO and chief marketing officer of Pentera, Inc., and is regarded as one of the foremost experts in planned giving marketing. She is a sought-after speaker on the national planned giving and AFP circuits and writes and conducts training modules for Pentera training seminars. As Pentera's chief marketing officer, she is the editor-in-chief for client marketing content and personally consults with a select group of Pentera's clients on their marketing strategy and execution. One of Claudine's professional areas of expertise is women in philanthropy, and she serves as a member of the advisory board for the prestigious Women's Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy and as a member of the board of directors of the National Association of Charitable Gift Planners (CGP).  Read more about Claudine

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The Mission of the Colorado Planned Giving Roundtable is to inspire our community to increase the quantity and the quality of charitable planned gifts to nonprofit organizations.

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