Are you running out of ways to recognize donors? Not likely, according to the latest Philanthropic Trends Quarterly from KCI. Charities across Canada told its editorial team that private recognition, not public acknowledgement, is what matters most to their donors.
That sounds like good news if all your walls are covered with plaques (or you don’t have walls at all). Private recognition at its best tells the donor during every interaction with your charity that you know what she’s done for your mission. And public recognition, even though it’s a secondary motivation, can take many forms besides plaques, walls and printed materials.
Making the “thank you” last
The quarterly highlights terrific examples of recognition techniques that build long-term relationships.
In short, the new model for donor recognition is not built on specific tactics deployed only as a short-term response to a gift. Instead, says KCI head Marnie Spears, it’s “one of a number of tools to build better relationships with our donors and bring them closer to us.”
The newest issue of Philanthropic Trends Quarterly is available here.