Don't Miss These 5 Tips to Improve Donor Communications

According to a study by Frank C. Dickerson, Ph.D., emotion and human-interest narratives work better in fundraising communications because of the way in which the brain is hardwired to process language. You can easily test this theory out yourself in other areas, such as news stories that go viral across the nation. These news reports are often compelling because there is a story and human-interest narrative that goes along with the facts that are reported. A weather report is not nearly as interesting until there is a story of personal hardship or a story of a community coming together to overcome a tragedy.

3 Reasons Why Newsletters Don't Get Read

Newsletters are still a major part of most nonprofits’ marketing plans for planned giving, and for good reason—when done right, newsletters are well-read and are an excellent way to elicit response from some highly qualified prospective donors. But readers get turned off when newsletters make one of the three errors described below.

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.

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.

• "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.“

What's in a Masthead?

In terms of making a first impression, the masthead of your planned giving newsletter really sets the tone. Does it say to the recipient, “Read me now! I’m full of engaging, interesting content!” Or does it say, “I’m fairly boring and can be read later, or maybe even not at all”?

Here are a couple of quick pointers to help ensure your newsletter is saying the former, not the latter.

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.

Survey Says!

People love giving their opinion. The only thing people like better than giving their opinion is knowing that the opinion that they give is valued. This truth is the key to getting your donors and prospects to read and keep your planned-giving newsletter.

Is Your Bequest Marketing Hitting the Right Mark?

Marketing for bequests is one of the most important aspects of your planned-giving program. It can educate donors about the benefits of planning for their future and motivate them to create their legacy at your organization. But is your messaging hitting the right mark?

Pentera's Integrated Marketing Strategy Helps Frostburg Promote Planned Gifts

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.

Why One Client Continues to Choose Pentera as Marketing Partner

All of us at Pentera would like to extend a warm welcome to Tom Fogarty and his team at Crotched Mountain as we work with them on their new integrated planned-giving marketing plan, including newsletters, postcards, and Web site.

Throughout the years we've had the unique privilege of working with Crotched Mountain's vice president of development, Tom Fogarty, at the different institutions where his career has taken him. Most recently this includes Crotched Mountain, a non-profit organization in New Hampshire dedicated to serving children and adults with disabilities and their families.

When asked the reason Tom keeps returning to partner with Pentera, he said, "First of all the customer service is wonderful. Everyone I've worked with at Pentera has been very responsive. You make every effort to customize the pieces as much as possible."

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?

Does Your 2011 Marketing Plan Forget an Important Event?

Each new year brings with it a fresh start, new challenges and, of course, new opportunities to engage your donors. Planning your 2011 marketing strategy offers you the perfect opportunity to analyze your donor’s interests and the upcoming events that will play a role in their lives and find fresh, new ways to engage them. As you’re developing that strategy, remember that including planned-giving tips in marketing materials such as newsletters and postcards for special events your organization hosts can be a wonderful way to promote the event while educating your potential donors on how they can help your organization.

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.

Is Your Marketing Ready for the New Year?

With the end of 2010 quickly approaching, now is the perfect time to review and analyze your marketing strategy to ensure that your 2011 marketing plan is as effective as possible. While each of your marketing pieces, from planned-giving postcards to eNewsletters, has its own message and purpose, they also work together as a part of your overall integrated marketing campaign. But are you forgetting a key piece of the puzzle?

What's Driving Online Giving? The Answer May Surprise You...

Your organization's Web site can be a valuable tool to educate, motivate and, most important, communicate with your donors about how they can make a gift to your organization and support your mission. Recently, more and more organizations are also using their planned giving Web sites as a simple, convenient tool for donors to submit gifts online.

But what drives a donor to make a gift through your Web site?

What Keeps Your Donors Coming Back?

Your planned giving newsletter is a valuable platform to educate, motivate, and connect with your potential donors. It offers you a unique opportunity to provide prospects with engaging stories about other donors who have chosen to support your organization and allows you to illustrate the best ways for potential donors to make gifts that are relevant to their situation.