The Pentera Blog
New Whitepaper Describes Best Practices for Marketing to Planned Giving Donors During COVID-19
By Claudine A. Donikian
President & CEO, Pentera, Inc.
Concerned about how to market to planned giving donors during COVID-19? Pentera's newest whitepaper describes the marketing best practices that should be used during the pandemic in a far-reaching analysis by Pentera CEO Claudine Donikian based on Pentera's national survey.
The complimentary whitepaper can be downloaded here.
Pentera's COVID-19 survey was conducted as a second phase of research—following a series of interviews that Ms. Donikian conducted with other industry experts beginning on spring 2020 to discuss how they were adapting their planned giving programs to these unprecedented times. The survey findings include responses to questions about stewardship and marketing received from hundreds of planned giving departments around the nation. The newest whitepaper analyzes the marketing findings and describes four best practices for marketing to donors that should be used during the pandemic—and provides dozens of real-world examples of marketing messages.
(The stewardship findings are addressed in a separate whitepaper.)
"We know that a lot of people in the industry want to know how planned giving marketing was actually handled during the spring—and how it should be handled going forward in these uncertain times," Ms. Donikian says. "The results and analysis of this survey serves as a resource for the industry."
The marketing whitepaper can be downloaded here.
