Pentera

Nonprofit Marketing Servicespentera.com

Pentera, Inc. is a U.S. planned-giving marketing services firm, founded 1975 in Indianapolis, that provides integrated marketing communications, QuickCards collateral, training seminars, webinars, and research-based whitepapers to nonprofit organizations operating planned giving programs.

Company typePrivate
Founded1975
HeadquartersIndianapolis, United States
Headcount11–50
GTM typeB2B
OfferingServices

What Pentera does

Pentera, Inc. is a U.S.-based, privately held marketing services firm headquartered in Indianapolis, Indiana, specializing in full-service integrated marketing communications for nonprofit planned giving programs. Founded in 1975 by Andre' Donikian — one of the first interpreters of the 1969 tax act that created modern planned giving vehicles — the company has served the planned giving community for over 50 years and positions itself as the nation's leading firm in this niche. The product portfolio spans an integrated marketing service offering, print communications (newsletters, postcards, booklets, giving guides), digital marketing (eNewsletters, eBrochures, custom websites), the QuickCards™ line of donor-facing marketing collateral (IRA Rollover, Donor-Advised Fund, and CGA Rate Increase variants), in-person training seminars, free expert-led webinars, and research-based whitepapers. Pentera differentiates through proprietary research partnerships with Indiana University's Lilly Family School of Philanthropy and the Women's Philanthropy Institute, and through an engagement-metric-based methodology for identifying top planned-giving prospects rather than relying on response data alone.

The business model is professional services revenue from nonprofit clients, supplemented by per-attendee seminar fees (full 3-day seminars priced $595-$845 depending on registration timing and client status; Day 1 only at $295-$445) and gated whitepaper downloads that feed a consultative sales funnel. Clients access services through direct engagement with Pentera's marketing consulting team and a password-protected client portal. The company is family-led, with founder Andre' Donikian retiring in 2010 and passing leadership to Claudine A. Donikian (JD, MBA), who serves as President, CEO, and CMO. Geographic scope is domestic (United States only), with field marketing through conferences such as NCGPC Planned Giving Day, the CGP Conference, and PGCGP Planned Giving Day. Notably, the input data also references a March 2025 $60M Series D funding round led by Evolution Equity Partners with a stated total of $250M raised — figures that are inconsistent with the first-party firmographic profile of an 11-50 employee, founder-controlled services firm and appear to reflect a different entity than the pentera.com marketing business described above.

Pentera firmographics

Firmographics

Name: Pentera
Legal name: Pentera, Inc.
Website: https://pentera.com
Company type: Private
Founded year: 1975
Operating status: Operating
Headcount range: 11–50 employees
Short description: Pentera, Inc. is a U.S. planned-giving marketing services firm, founded 1975 in Indianapolis, that provides integrated marketing communications, QuickCards collateral, training seminars, webinars, and research-based whitepapers to nonprofit organizations operating planned giving programs.
Ownership category
akta.pro rank

Pentera industry classification

Industry

Product category: Nonprofit Marketing Services
NAICS: Advertising Agencies (541810), Direct Mail Advertising (541860), Advertising, Public Relations, and Related Services (5418)
SIC: Services-Direct Mail Advertising Services (7331), Commercial Printing (2750)
akta.pro primary industry: Social Media & Community Management (PR-led) (BPAFADAM)
akta.pro secondary industry: Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)

Keywords

Planned giving marketing
Nonprofit marketing services
Donor engagement marketing
Integrated marketing communications
Legacy giving programs

Where Pentera is headquartered

Location

Headquarters

HQ city: Indianapolis
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Pentera business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Marketing or Sales, Operations

Revenue model

Marketing Services for Nonprofits: Pentera provides full-service integrated marketing communications for planned giving programs to nonprofit organizations, including print communications, digital marketing, and training seminars.

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Full 3-day seminar for non-clients
Other	Multi-year contract	Full 3-day seminar for clients
Other	Multi-year contract	Day 1 only for non-clients
Other	Multi-year contract	Day 1 only for clients

Distribution channels1 record

Marketing channels6 records

Pentera product offering

Product offering

Core offering

Pentera is a full-service planned giving marketing communications firm that helps nonprofit organizations develop, market, and manage planned giving programs. The company delivers integrated marketing campaigns combining print communications, digital marketing, training seminars, branded QuickCards, and custom planned-giving websites, supported by research-based insights on donor behavior and engagement metrics.

Product overview

Pentera is the nation's leading full-service planned giving marketing communications firm, specializing in integrated marketing for nonprofits for over four decades. The company offers a comprehensive suite of products including QuickCards (IRA Rollover, DAF, and CGA Rate Increase variants), whitepapers, webinars, and training seminars. Core services encompass integrated marketing, print communications, digital marketing, and custom website development for nonprofit planned giving programs. The portfolio is unified under a data-driven marketing approach aimed at helping nonprofits engage donors and increase planned gift response rates.

Differentiator

Problem solved

Functional benefit

Brands

QuickCards: QuickCards are marketing materials for planned giving, including IRA Rollover QuickCards, DAF QuickCards, and CGA Rate Increase QuickCards.
QuickCards™

Products and services

Integrated Marketing Services

Quantifiable outcome

Legacy societies significantly increase planned gifts and lead to more subsequent giving (repeat gifts)
+2 more outcomes

Companies that use Pentera

Customer profile

Segments3 records

Ideal customer profiles3 records

Pentera technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Pentera partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered core.

Indiana University Lilly Family School of PhilanthropycoreStrategic or Co-development PartnerPentera commissioned and partnered with the Indiana University Lilly Family School of Philanthropy to conduct The Planned Giving Study, a seminal research project analyzing actual donor behavior data from nonprofit planned giving programs. This research refuted industry misconceptions about legacy societies and provided evidence-based insights for the planned giving field.
Women's Philanthropy InstitutecoreStrategic or Co-development PartnerPentera partnered with the Women's Philanthropy Institute at Indiana University to present research on gender, philanthropy, and retirement, funded by the Gates Foundation. The research examines how men and women give differently around retirement and provides marketing strategies for planned giving programs.

Scale indicators1 record

Recent moves3 records

Expansion highlights6 records

Pentera competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Pentera financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Pentera leadership team

Management profile

Number of profiles

Profiles1 record

Pentera funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Pentera M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pentera

What does Pentera do?

Is Pentera a public or private company?

Pentera is a private company. It is classified as family owned and is currently operating.

When was Pentera founded?

Pentera was founded in 1975. It employs 11 to 50 people.

Where is Pentera based?

Pentera is headquartered in Indianapolis, United States, in the North America region.

How does Pentera make money?

One revenue line is on record: marketing Services for Nonprofits.

Does Pentera have an API?

No public API is recorded for Pentera.

What industry is Pentera in?

Pentera's product category is Nonprofit Marketing Services. Its primary akta.pro industry code is BPAFADAM, Social Media & Community Management (PR-led), with a secondary code of BPAGAKAG, Federated Giving Organizations (e.g., United Way-type). Its NAICS code is 541810 and its SIC code is 7331.