The Pentera Blog
Celebrating 50 Years of Pentera: Two Eras of Innovation and Integrity
As we continue to celebrate Pentera’s 50th anniversary, we reflect on two remarkable eras that have defined our company’s legacy from its pioneering beginnings to its modern transformation.
The Founding Era: Andre’ Donikian and the Birth of Planned Giving
Pentera’s founder, Andre’ Donikian, a true pioneer, helped establish the planned giving industry by being one of the first experts to interpret the charitable components of the 1969 tax act that created the planned giving vehicles we know today. His visionary leadership and commitment to educating the nation’s nonprofits about planned giving also laid the foundation for Pentera, the company that would become a trusted and influential marketing partner to nonprofits nationwide.
When Andre’ retired in 2010, he officially passed the torch to Claudine Donikian who had successfully navigated the company through the economic crashes of 2001 and 2008 and ushered in its second era—one characterized by modernization, research, and innovation.
The Modern Era: Claudine Donikian’s Vision for the Future
Under Claudine’s leadership, Pentera pivoted strategically and entered a new phase of growth. She reimagined the company’s future, transforming how nonprofits engage with donors through innovative marketing materials, data-driven insights, and a redefined voice for the planned giving community.
Claudine introduced data-driven marketing strategies for Pentera’s clients and developed multi-touch marketing campaigns that both engage donors more deeply and also drastically increase response rates. She was the first to advise the industry on how to use engagement metrics and data from email analytics to find top prospects instead of just relying on response data. Her leadership has positioned Pentera as a forward-thinking marketing partner for nonprofits across the country.
Claudine also commissioned and led groundbreaking research projects that have reshaped the field. Claudine has spoken both nationally and internationally on marketing and donor engagement, often challenging long-held industry assumptions with evidence-based insights.
One landmark example was commissioning a seminal study conducted by the Indiana University Lilly Family School of Philanthropy. Unlike most previous research that relied on self-reported donor intentions and motivations, this study analyzed actual donor behavior using data from nonprofit planned giving programs. The results were transformative—refuting supposedly research-backed assertions by others that legacy societies were ineffective and would become obsolete by proving from actual data that legacy societies significantly increase planned gifts and also lead to more subsequent giving (“repeat gifts”), making them a pivotal component of successful planned giving programs.
Claudine’s research-driven approach has also debunked several misconceptions in the field—from flawed strategies pushing nonprofits to market bequests only to younger audiences to inaccurate claims about which words work in planned giving marketing. Through rigorous research, analysis, and unwavering integrity, she has elevated both Pentera and the broader nonprofit community.
A Commitment to Purpose and Integrity
For 50 years, Pentera has stood at the intersection of integrity, philanthropy, research, and strategy—helping nonprofits communicate with clarity, inspire generosity, and achieve their missions. At the heart of Claudine’s leadership is a simple but powerful philosophy: At Pentera, we work for a higher purpose. Pentera’s mission has never been about chasing trends or quick gains. It is about doing what is best for our nonprofit clients and, ultimately, for their donors.
