Why You May Be Excluding Some of Your Most Loyal Donors From Recognition
PRACTICAL STRATEGIES FOR DEVELOPMENT This article is the third in a unique series by Heather Greig, senior associate with Bentz Whaley Flessner. The previous articles in this series were: Building a Strong Case for Support for Your Annual Fund 4 Keys to Building a Stronger Advancement Team by Heather Greig (Bentz Whaley Flessner) Over the last decade, many colleges and universities have launched programs intended to encourage annual giving through the recognition of donor loyalty. In every case that I can think of, these societies are recognizing consecutive giving, which makes sense—we want people to give every year. I am a long-time fan of the loyalty society and the value it can add to a program as part of a comprehensive donor retention strategy but that’s not what this article is about. This article is about what might be missing from the equation. By defining loyalty as consecutive giving, we are in fact, excluding some of our most loyal donors from recognition. Most likely, many of your major donors have not made gifts each year, and while philosophically, we strive to create a culture that promotes annual giving among our top donors, the reality is that there will always be […]

