In today’s busy world, an organization needs to communicate—clearly, succinctly and intelligently—what it does and why. While a mission statement is certainly one useful method of communicating the purpose of your nonprofit, a slogan can get that same information out more readily while also achieving your communication goals.
Showing posts with label eMarketing. Show all posts
Showing posts with label eMarketing. Show all posts
Put Your Planned Giving Marketing to Work
As most planned giving professionals know, one key ingredient for success in any philanthropic endeavor involves proactively visiting donors. You have to put in the time and effort to reach your potential donors. In other words, making the necessary calls and donor visits to get your message out, connect with potential donors, and steward those loyal donors who support your mission. While calls and visits are necessary, marketing is also an essential element for getting the word out to a broader audience about the benefits of planned giving, while also prepping those in your portfolio about giving opportunities they otherwise wouldn’t know about.
Here’s how marketing boosts your efforts—and your results:
Here’s how marketing boosts your efforts—and your results:
New Client's Praise Reflects Pentera Team's Dedication to Excellence
Pentera staff in every department has been working very hard on a new client’s materials.
They signed up for a Web site that is now live and includes an eBrochure library; newsletter and QuickCards; and eNewsletters and eQuickCards. We are so happy to hear this wonderful feedback as the suite of materials is created. And their comments reflect the Pentera team’s dedication to our clients and to excellence.
They signed up for a Web site that is now live and includes an eBrochure library; newsletter and QuickCards; and eNewsletters and eQuickCards. We are so happy to hear this wonderful feedback as the suite of materials is created. And their comments reflect the Pentera team’s dedication to our clients and to excellence.
- "Just printed out a few eBrochures, and they are fantastic! Great job by everyone at Pentera...”
- “We are really pleased with the eNewsletter designs you sent.”
- “It’s so exciting to see the newsletter! Thanks for the good work.“
Are You Getting the Most from Your E-mail Tracking?
Remember how great it was when caller ID first became available? Gone was the uncertainty as you answered the phone and waited to discover who was calling. This knowledge gave you power: The power to compose yourself and prepare for the conversation to follow.
Your e-mail tracking report is a robust tool that provides far more information than just “who’s calling.” And you can use this robust information to determine the next communication steps with your prospects.
Your e-mail tracking report is a robust tool that provides far more information than just “who’s calling.” And you can use this robust information to determine the next communication steps with your prospects.
Are You Overloading Your Donor's Inbox?
Your eNewsletter and other e-marketing products give you a unique opportunity to provide your donors with relevant and educational gift-planning information directly to their inboxes. It is convenient and effective, and the tracking reports provide valuable information about how your donors are receiving the content you're providing. But are you overloading your donors' inboxes with too many e-mails?
Pentera’s Integrated Marketing Strategy Helps Frostburg University Promote Planned Gifts
Frostburg University's Take on Help from Pentera, Inc.:
When director of major and planned gifts Cherie Krug came on board at Frostburg State University two and half years ago, the school had a growing fundraising operation but had never really focused very heavily on offering planned-giving options to donors. Also, in the middle of a capital campaign, the need to get started was urgent.
That’s when they decided to turn to respected industry leader Pentera, Inc. for help. Pentera worked with Frostburg to develop a customized marketing strategy integrating print, Web, and eMarketing to promote planned giving. “Our donors were used to writing a check for the Annual Fund,” says Cherie. “Everything Pentera does for us helps our donors think in a different way. It’s a whole other piece of giving.”
After about a year of consistent marketing, Frostburg began to see results: Donors started asking about making planned gifts.
#1. Featured Strategy: Build loyalty through education and meaningful, relevant communications
The Compass: Creating Your Legacy, Frostburg’s newsletter, focuses on a particular type of gift in each issue. According to Krug, “The language is easy and simple to follow.” She continues, “The examples are great. I have the volunteers working on our campaign read the newsletter; it helps them learn what they’re talking about.”
Pentera’s production of the newsletter is painless for Frostburg: “I say I want to feature gift annuities and maybe some other kind of estate planning; Pentera finds the articles. The ease and convenience of it is just amazing.”
In addition, most issues contain a donor story written by Pentera’s testimonial-writing service and donor-profile questionnaire, two of Pentera’s many creative services. “The donor stories are wonderful,” Krug says. “Something that would take me or someone else here weeks to do is quick, accurate, and beautifully written.”
R. Sam Griffith, president of the FSU Foundation, is a financial advisor in a major company. He doesn’t hand out compliments easily. Yet in a phone call with Cherie Krug and Bernard J. Davisson, II ’81, vice president for advancement and the foundation’s executive director, Griffith praised the Pentera-produced newsletter. “He said, ‘This is one of the best marketing pieces I’ve ever seen coming out of this division,’ ” Krug remembers. “‘It’s clear, it’s easy to read, and it gives great information.’“
#2. Featured Strategy: Donor-friendly Web site that is easy for the novice as well as the expert to navigate
Frostburg knows that while traditionally the newsletter was the main component for a planned-giving marketing program, now it is just one piece of the whole. Their Web site is another major piece.
“The Web site is a great way for a relatively new donor base to go online and learn about planned gifts,” Krug says. “It’s easy to navigate and very helpful. We’re finding more and more that even our older alumni are on things like Facebook, so the electronic component is very important.”
The easy-to-navigate Web site includes diagrams for illustrating the ways to give to Frostburg as well as easy-to understand detailed descriptions and benefits that donors can read while they do their planning.
Frostburg’s site also includes Pentera’s signature interactive feature, the Life-Stage Gift Planner™, which Pentera pioneered over a decade ago. The Life-Stage Gift Planner™ allows donors to explore various gift options most appropriate to them based on the financial and personal issues they are facing during their particular life stage. As Frostburg is focusing on bequests, the site gives examples of various types of language that a donor can easily access and use when updating or writing a will.
The Web site is very flexible and kept up-to-date. Every month, an article spotlighting current trends in planned giving is posted to keep donors coming back to learn more. Pentera also keeps Frostburg’s site fresh with new donor stories and automatic updates with any changes to legislation or rates.
Frostburg trusted Pentera’s industry knowledge, experience, and willingness to customize their products to Frostburg’s needs. And as a result, the integrated marketing strategy has made a huge impact on their planned-giving department.
As Cherie Krug says about working with Pentera and its expert, friendly, and helpful staff, “…it is just amazing. It’s been a great experience.” And more important, donors are directly benefiting too. They are being educated and cultivated and in turn are responding and asking about planned gift options.
For more information about how you could achieve success with your planned giving marketing like Frostburg has, contact us at info@pentera.com or 317.875.0910, ext. 251.
Avoiding the Delete Button: 4 Simple Rules for eNewsletters with Impact
Your eNewsletter, as a part of your integrated marketing campaign, can offer you the opportunity to increase your response rate; better understand your potential donors; and engage a new, innovative audience of younger, more tech-savvy prospects. But as with any marketing piece there are rules that govern how it should and should not be used, designed, and delivered.
Follow these 4 simple rules to maximize the impact of your eNewsletters:
Follow these 4 simple rules to maximize the impact of your eNewsletters:
What You Can Learn from E-mail Tracking
by Nancy Maraldo, Vice President, Client Services
Remember how great it was when Caller ID first became available? Gone was the uncertainty as you answered the phone and waited to discover who was calling. This knowledge gave you power: The power to compose yourself and prepare for the conversation to follow.
Your e-mail tracking report is a robust tool that provides far more information than just "who's calling" and you can use this information to determine the next communication step with your prospects.
Remember how great it was when Caller ID first became available? Gone was the uncertainty as you answered the phone and waited to discover who was calling. This knowledge gave you power: The power to compose yourself and prepare for the conversation to follow.
Your e-mail tracking report is a robust tool that provides far more information than just "who's calling" and you can use this information to determine the next communication step with your prospects.
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