The Real Purpose of Photo Captions

So after photographs and headlines, what do readers typically read most often?

According to reader eye movement research, readers’ eyes next go to captions.

With such high readership, publishing one of your photographs without a caption—or with one that merely describes the action in the picture—is a missed opportunity. The real purpose of a photo caption is to market your mission. Tie the photograph to the organization message, advises the Direct Marketing Association, using the caption to highlight  the “benefits” of whatever product or service is being marketed.

Planned Giving Marketing Tip: Slogans Matter

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.

Pentera First in Industry to Explain the Fiscal Cliff Legislation to Clients' Donors

The legislation to avoid the fiscal cliff that was just signed into law has major implications for charitable giving—and Pentera clients have already notified their donors and potential donors of the changes by posting the article below on Pentera client Web sites. 

Several clients expressed how impressed they are that Pentera was the first in the industry to update its client sites with this important information. 

Pentera also has marketing pieces immediately available to send to donors, such as a postcard and ePostcards about the IRA Rollover extension and content about the tax law changes for newsletters and postcards. Contact us today to find out about these up-to-the-minute materials.  Contact us today to get these marketing materials in your donors’ hands as soon as possible.

Get Results: Using Landing Pages to Convert Website Visits into Donor Leads

If your planned giving office is keeping abreast of today’s fast-paced technology, then your organization likely already has a professionally designed website and, hopefully, a planned giving website geared specifically to potential donors. Once you have people visiting your planned giving website, now what? How do you convert those visits into donor leads?

How Donor-Centric Is Your Planned Giving Web Site?

In order to create the best user experience for visitors to your planned giving Web site, you must provide prospective donors with much more than simply your organization’s name, brief information on planned gift vehicles, and your contact info. Your site is your virtual storefront window. If you want your donors to become more than casual window shoppers, your site will have to draw them in, provide them with a pleasant experience, and then offer them something of value.

Market Younger. Market Smarter.

Many successful businesses know the benefits of segmenting their marketing to cultivate consumers at a young age. Consider well-known companies such as McDonald’s, BMW, or even toothpaste manufacturers, who market specifically to a younger audience. The intended result:  Building brand loyalty at a young age and creating consumers for life.

Is Your Marketing Properly Integrated?

Times change. So must your approach to planned-giving marketing. Incorporating Integrated Marketing into your overall communication strategy is essential. What exactly is Integrated Marking? And how does it apply to your planned-giving office?

First, let’s look at what it’s not. Integrated Marketing is not sticking with what worked in the planned-giving field 10 or 20 years ago and simply hoping for the best. It’s also not—as the saying goes—putting all your eggs in one basket.