The 3 Simplest Psychology Tricks You Can Use to Maximize Donor Recognition
It is better to give than to receive. And those charities who make a donor feel the best about the gift they gave are most likely to receive another gift. So, how do we make our donors feel “good” about the gift they gave? Donor recognition is a good place to start.
Recognition can be defined as the act of recognizing or the state of being recognized; the expression of this in the form of some token of appreciation.
So, what does this mean for our donor recognition efforts? Some basic principals of human psychology are at play here.
Positive reinforcement.
Positive reinforcement refers to the introduction of a desirable or pleasant stimulus after a behavior.
Response to hearing your own name.
Several studies have shown that there is a unique brain activation when we hear our own name.
Feeling of belonging.
Belonging is defined as a unique and subjective experience that relates to a yearning for connection with others, the need for positive regard and the desire for interpersonal connection
Recognition is important to all of us in some way – whether we like to admit it or not. People like to feel appreciated. When appreciation is shown, it not only makes us feel good, but it usually inspires us to do more. So, how can we show our donors that they are appreciated?
Say thank you – verbally, in a written note, however you can! And in doing so, share how their gift has helped!
Recognize them publicly – by putting their name on a list, you not only validate their involvement, but it also helps inspire others
Give them a small token of gratitude – to remind them of the important difference they are making
Invite them to a recognition event – this enables you to say thank you again, recognize them publicly again and connect them with others who are involved, giving them that feeling of belonging to something bigger than themselves.
While not always the driving motivation for making a gift, donor recognition is and can be the driving factor for keeping donors loyal. Make sure you are taking steps every day to express gratitude and recognize your donors as the true heroes they are in helping make your cause possible!
Want more free fundraising content and information straight to your inbox every week? Sign up for our mailing list!
