Claudine A. Donikian, JD, MBA
President & CEO
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).
Claudine oversees all aspects of Pentera's business and marketing strategies, as well as new-product development, with an emphasis on digital marketing, and she recently served on the Direct Marketing Association's Digital Innovation Committee. Under her leadership, the interactive department and client base has increased by 500 percent.
Claudine graduated Phi Beta Kappa and with highest distinction from Indiana University, received an MA in French from New York University, and holds a JD and an MBA from Boston College. She serves on the board of directors of the Philanthropic Planning Group of Greater New York in Manhattan (PPGGNY), the Massachusetts Children's Trust Fund (a child abuse prevention agency), and the Brookview House (which provides housing for homeless women and children). She is an active member of CGP, PGGNE, and PPGGNY. Fluent in French, Claudine has also taught French for colleges, corporations, and adult education centers, where she was regarded as one of the top motivating teachers.
This session presents findings and recommendations from “The Planned Giving Study,” a multiphase research study commissioned by Ms. Donikian and researched by Indiana University that provides important new insights about actual donors of actual planned gifts and offers helpful recommendations for planned giving programs.
An in-depth analysis of legacy society membership data has been conducted. The study explored the following questions:
With e-mail engagement data, we know what percentage, how many, and exactly who is opening e-mails and clicking through on headlines. But what is it about the e-mail subject line or headline that is driving donors to want to click and read more? Alternatively, what keeps them from clicking to read more?
The findings to be presented will answer these questions and are based on a Pentera research study of client data spanning several years that looks at thousands of clients, thousands of e-mails, and tens of thousands of headlines, words, and phrases. We will delve into planned giving marketing messages and discover what factors increase or decrease engagement - that is, what marketing messages make donors want to read more. We will also propose how to use engagement metrics to boost your cultivation efforts.
The unequivocal truth is that women are changing the face of philanthropy. More and more philanthropic decisions are being made by women, who now control more than half the wealth in the United States—with that percentage projected to rise dramatically over the next several decades. At the same time, exciting new research shows that women are more philanthropic than men and that women donors think and act differently than their male counterparts.
The session will:
With this timely and informative presentation, you will take an in-depth look at current donor and marketing research and learn how one national marketing expert shapes established marketing theory into strategies that work for marketing legacy gifts. Also drawing from research, testing, and feedback from Pentera's client base, Pentera's CEO and Chief Marketing Officer Claudine Donikian will share Pentera's innovative and proven strategies used by a growing number of today's charitable organizations and explain why they succeed. You will leave with a solid foundation in marketing legacy gifts to various target markets and with tips that you will be able to implement as soon as you get back to the office.
"Claudine, I really got a lot out of your presentation on Tuesday at State Street's Annual Philanthropy Conference - thank you! As a next step, I would love to meet with you. We could definitely benefit from your expertise for our young planned giving program."
- Patricia Kelleher Bartram, Executive Director
Catholic Community Fund and Catholic Health Foundation of Greater Boston
"I attended the NOPGC/AFP luncheon in Cleveland today, and I thought you were excellent. One of the best NOPGC luncheons I have been to so far. Thank you for the great tips, and I will keep you in mind as I continue to build our planned giving program. Great company with great energy. Thank you."
- Karen Tigue, Donor Relations Officer, Cleveland Zoological Society
"Claudine recently presented to our planned giving council and discussed her presentation. Her advice was thoughtful, engaging, and directly on-point. Our membership raved about her presentation and took away immediate pointers that could be applied in their own shops."
- Melissa Cliett Levesquem, President, Cornerstone Philanthropic Advisors LLC