Click or Skip

October 22, 2019

Claudine Donikian

You are invited to learn from one of the country’s leading experts in Planned Giving Marketing, Claudine Donikian, President and CEO of Pentera, Inc. The Smoky Mountain Planned Giving Council (SMPGC) is proud to host Ms. Donikian, and offer this unique event as a wonderful learning opportunity for fellow non-profit organizations throughout East Tennessee. Claudine’s presentation is titled “Click or Skip? What Words Work Best with Donors in Planned Giving Marketing?”

With e-mail engagement data, we know what percentage, how many, and exactly who is opening e-mails and clicking through on headlines. But what is it about the e-mail subject line or headline that is driving donors to want to click and read more? Alternatively, what keeps them from clicking to read more?

The findings to be presented will answer these questions and are based on a Pentera research study of client data spanning several years that looks at thousands of clients, thousands of e-mails, and tens of thousands of headlines, words, and phrases. We will delve into planned giving marketing messages and discover what factors increase or decrease engagement – that is, what marketing messages make donors want to read more. We will also propose how to use engagement metrics to boost your cultivation efforts.

$25 to attend

8:00am – Breakfast Served
8:30am – Claudine Donikian Presentation