I am in program analysis / program planning mode for my Leadership Giving program in my new role, and with that comes a lot of thought and reflection… what is a leadership gift? What makes someone a leadership donor? What needs to happen in order for me to consider moving a donor into major gift territory? I find the process energizing and exciting, but it brings up some tough questions. One of those tough questions is:
Do donors care about giving societies???
As I plan the year ahead for the Leadership Giving program, I’m considering whether it would be effective to create a concrete leadership-level giving society. The thing that makes this consideration tough is whether giving societies only mean something internally and the donor doesn’t really care. Would a giving society strengthen a culture of philanthropy? Would donors who make it in the society care, and really identify as part of that society? Would a society make someone stretch their giving to a new level so that they can be part of something?
When giving societies are effective (because sometimes they really are), why are they effective? Is it when they’re really established and have been around a while? Is it when being at a certain level means certain perks, like invitations to events and/or some kind of tangible benefit like a pin or a special name tag? Does the giving society have to equal some kind of prestige?
If a giving society has to be well-established in order to mean something, then is it in our best interest to start them if it will take such a long time to establish them? Will it be worth the time and resources to push on until, say, the 20-year mark where it starts to mean something?
Or do people care about these things any more? Do giving societies promote giving and/or a culture of philanthropy, or do we just like to think they do? Do we like it internally because we have an easy way to refer to certain levels or giving and certain donors?
Regardless of all this, can we still refer to a group in a specific way in mailings? For example, whether there’s a society or not, can I refer to my donors as leadership donors in a direct mail piece? If they don’t already identify with that label and there’s no concrete giving society, can I still use it to give them a sense of their being special?
What do you think??? Are giving societies worth our time and thought?
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in educational fundraising for the past seven years. Click here to learn more about Maeve.