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At this year’s NCPP conference, my colleague Barbara Haupt and I did a pre-conference session called “From Simple to Spectacular: Recipes for Planned Giving Video at Any Level.” One of the audience questions was: “If you had budget for only one video or could make only one planned giving video, what should it be?”
Traditionally, marketers for charitable organizations looked at response rates to gauge success of their print pieces because that was the only measure available. Thanks to analytics data that e-mail software provides, marketers can now see their constituents interacting with planned giving e-mails. The most popular and useful engagement metric in marketers’ arsenals is the “click-through rate” (CTR), which is the number or percentage of people clicking on links within an e-mail message. This quiz tests your intuition about the words and phrases that are most often associated with those hoped-for clicks. It's based on a study conducted by the team at Pentera.
When you receive your score at the end of the quiz, you'll also get a link to Pentera CEO Claudine Donikian's full paper from this year's National Conference on Philanthropic Planning.