The best donor perks keep someone tied to your mission rather than just giving them something for the sake of it. Depending on the personal goals and values of your typical supporter, consider the following types of donor incentives.
Recognition
For donors who want to feel publicly acknowledged for their contribution, recognition-type incentives include things like a donor list on your website or in a special publication as well as a personalized thank you note.
Community
Some donors might be motivated to give because they see their contribution as giving them access to a community that they’d like to be a part of and share with others. Community-type donor incentives could include a certificate or membership card, exclusive newsletters, and the ability to say that they are part of a donor group with its own identity or name.
Special Access
Offering experiences like in-person tours or behind-the-scenes videos can deepen a donor’s understanding of and engagement with your cause. Incentives focused on special access would be a good fit for donor retention efforts when you want supporters to feel like insiders.
Nothing At All
Then there are the donors out there who only want the good feelings from knowing they make a difference. How amazing! But don’t fall into the trap of thinking that they’ll give again and again without some effort and well-crafted messaging on your part. Donors still want to hear how their gift is making an impact, like receiving periodic emails or letters, even if you don’t advertise that they’ll be getting them after they give.
If you decide to go the “nothing at all” route simply because you don’t have the capacity to offer anything more right now, that’s OK, too. Don’t feel the need to sell non-benefit perks as something more—like telling potential monthly donors that they’ll get less paperwork or appeal letters. Reframe your message and focus on your communications beyond the receipt.
For a great example, here’s how City Meals talks about the benefit of signing up for recurring donations:
“Your monthly gift guarantees nourishing meals and human companionship for a frail aged New Yorker who can no longer shop or cook for themselves. A monthly donation of any amount is an easy way to make Sundays special for your homebound elderly neighbors.”
Taken from the online article Using Donor Incentives to Attract or Retain Supporters On the Cheap at wiredimpact.com
