By Joyce Penland, CFRE
Q: In our capital campaign planning, we have various levels of gift recognition, but I’m worried that our smaller donors won’t feel appreciated since their names won’t be on buildings. How do we address this issue?
A: Giving donors the recognition they deserve in capital campaigns is a topic that inspires lots of conversation among development staff members and nonprofit executives. Sensitive and savvy development officers are attuned to how donors wish to be recognized as part of the continuous stewardship that’s done throughout the campaign.
While we at Bacon Lee & Associates have created numerous “Naming Opportunities” lists for our clients, we know that not all donors can participate in the higher levels of the giving pyramid. They still need to be recognized and appreciated for they have given your organization.
We recommend publishing an all-inclusive Donor Honor Roll at the conclusion of your campaign in which all names of campaign contributors are listed. In addition, some of our clients have mounted plaques in public areas denoting all campaign contributors, with a threshold of $25,000 (or whatever level works best for your organization.)
Equally important are the other personal touches that make a difference to donors, large and small—a phone call from the Executive Director, a personal, handwritten note from the board chair, a photograph of the campaign’s impact on your clients (children’s smiling faces, grateful patient in a new wing, the new habitat for an animal, etc.).
Please send us your questions either through our blog or to Marion Lee’s email (mlee@baconlee.com. Each month, we will select a few of your questions and answers to feature in the Ask the Experts section.