Tuesday 24 April 2012

Donor Recognition Pays


On holiday in Devon recently, I visited the Donkey Sanctuary, famous for its legacy income. Two things struck me. Firstly, entry was free – a great way to attract new donors from around the country. Secondly, on the walls around the site were huge boards naming their legacy donors, year by year.  They were unmissable and listed the many hundreds of people who have remembered this charity in their wills. So what can we learn from this?

The Donkey Sanctuary calls these boards its Memory Wall and, although it does not make a big play of it in its legacy promotion, it must be having an effect, as legacies account for over £18 million of its £27 million income.

This got me thinking again about how we thank and recognise our legacy donors. Charities do this in many different ways, from the traditional books of remembrance, to plaques on the wall, tree planting, lists in annual reports and, more recently, on their web pages.

What struck me at the Donkey Sanctuary was this very public form of recognition and how it no doubt also functions as a prompt to visitors to leave a legacy. So a combination of free entry, a good visitor experience and public recognition has been very effective in securing donations, including legacies, for this charity. No doubt there are other factors (strong case for support, effective communications programme etc), but this high profile recognition must be significant.

The question then is whether your charity is making the most of its opportunities to thank and recognise its special donors. You may not have any fluffy donkeys or even space for a memory wall, but maybe you have some other opportunities you to be developed? Maybe it is time to review this aspect of your legacy campaign and consider some imaginative ways of thanking and recognising donors?