The Pentera Blog
Claudine Donikian's Cutting-Edge Research on Effectiveness of Donor Stories Featured in Leading Industry Publication
Pentera's president and CEO, Claudine A. Donikian, shares valuable insights into the most effective use of donor stories in two front-page articles appearing in the March and April issues of Planned Giving Today, a leading industry publication.
In her two-part series, "Donor Stories in Planned Giving Marketing—To Use or Not to Use," Claudine shares the results of Pentera's extensive empirical research into reader engagement with marketing materials utilizing donor stories. The research includes some unexpected findings that run counter to common assumptions about donor stories—namely, that they are always beneficial in marketing materials.
Publication of the series illustrates Pentera's leading position in the planned giving industry and as a source for valuable research and analysis. Claudine first presented the results of her research study at the National Association of Charitable Gift Planners (CGP) conference and continues to share the results of her research in a series of presentations to numerous planned giving councils around the country.
Pentera's conclusions regarding the effectiveness of donor stories in planned giving marketing materials are based on an analysis of thousands of client eNewsletters sent to millions of prospective donors over several years. The results shed light on the best use of personal stories to cultivate planned giving prospects and reveal when donor stories can run counter to that goal.
Planned Giving Today provides marketing ideas, actionable information, and insights to thousands of gift planners each month.
