The Pentera Blog
Pentera CEO Presents New Research on Donor Stories at CGP Conference
Pentera CEO Claudine Donikian presents new research on the use of donor stories in planned giving marketing at the annual conference of the National Association of Charitable Gift Planners in New Orleans on Thursday.
"Donor Stories in Marketing - To Use or Not to Use?" analyzes thousands of eNewsletters sent by nonprofits to millions of prospective donors over several years.
"I am a strong proponent of using testimonials in marketing and donor stories in planned giving marketing, but I have noticed for years that some donor stories are not really the marketing testimonials that they should be. I have been skeptical about the effectiveness of these flawed stories, and that was the impetus for this research."
The findings and recommendations answer key questions about donor stories in planned giving marketing, including:
- Do you know when donor stories decrease response?
- What makes a donor story effective or ineffective?
- What are the best practices for effective donor stories?
Those attending the conference can access a paper that includes the findings. The results will be released to the public in January 2020.
