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Hosted by Planned Giving Group of Connecticut

9:15 am Topic TBA; 10:45 am Donor Stories in Marketing—To Use or Not to Use?

PGGCT meets five times a year, usually on the 2nd Thursday of every other month, from September through May.

We typically offer coffee and danish in the morning with two or three sessions, a break in between, followed by lunch, at each program.

Meetings are part of membership benefits and there is no additional charge for current PGGCT members. Guests are $50.

 
2.5 CFRE CE are approved. 

Thursday, March 12, 2020
9:15 AM - 12:00 PM Eastern Time

Location

Ashlar Village
74 Cheshire Road
Wallingford   CT   06492
(203)679-6425
 
Website for Location
Map for Location




Agenda

 

Mar 12 2020 9:15AM


Topic TBA




Claudia Donikian, JD, MBA
President/CEO and Chief Marketing Officer
Pentera, Inc.

Mar 12 2020 10:45AM


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.



Registration Fee
Member
No Charge
 
Non-Member
$50.00