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Donor Stories in Marketing -- (POSTPONED)

Tuesday, September 17, 2019
12:00 pm2:00 pm
The Detroit Zoo, Ford Education Center - 2nd Floor, 8450 W. 10 Mile Road, Royal Oak, MI
Donor Stories in Marketing -- (POSTPONED)

Presenter: Claudine Donikian, JD, MBA, President & CEO, Pentera

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.

Learning Objectives:

Discover the impact donor stories have on click-through and response rates.
Learn what makes a donor story effective—or ineffective.
Explore guidelines for writing effective donor stories.

Plus: A 5-Minute Tax & Legislative Update from Robin Ferriby, Clark Hill, PLC

Program Sponsor: Pending

Location Sponsor: The Detroit Zoo