Is it FAIR For Fundraisers to Offer Free Gifts?
The Concept of Reciprocity in Fundraising
Free gifts can be seen as suspect in any context, because the concept of fairness is at the core of all human interaction. “You want me to do something for you – what’s in it for me?” Quid pro quo. Tit for Tat. You scratch my back, I’ll scratch yours…
Like it or not, it’s how things get done.
This concept of reciprocity can definitely feel dishonest—beyond the pale of the philanthropically well-intentioned. But people like the feeling of something being “fair,” and fundraising is no exception. We see it all the time.
- Subscribe to your local PBS station – they’ll send you a boxed set of Downton Abbey DVDs.
- Pay your alumni dues – an alumni association window decal is on its way.
- Open the solicitation envelope from St. Jude and a life-time supply of return address labels are yours.
Why Cringe at Planned Giving Offers?
So why so much cringing and hand-wringing when it comes to including an offer in our planned giving solicitations? We want our donors to respond, but the reasons we give them for doing so are totally lame. Let’s get real. “More information” and “Our Free Estate Planning Guide” are not offers that show our appreciation. In fact, they aren’t offers at all. They’re HOMEWORK. And who wants more homework?
Free Gifts Generate Leads
Do you want to know another name for a FREE GIFT? In the marketing world, we call free gifts “lead generators.” The reason for that is when someone accepts the gift, they identify themselves as being interested in you and your organization. Planned giving marketing campaigns that include lead-generators get measurably better results than those that do not. And to anyone concerned about the cost, it’s not about the cost of the gift. (It’s not about the mug!)
As trite as it may sound, it’s the thought that counts. Before you go blowing the budget, think of something your donors would actually use and enjoy.
- What will remind them of your organization? (A magnet? A bookmark?)
- What allows them to advertise their affinity? (A bumper sticker? A pin?)
- What could position them as a hero? (An honor on your website or an insider name?)
What’s the BEST Free Gift for YOUR Donor?
Discover the power of free gifts as part of a highly personalized planned giving marketing campaign.
Ideas for FREE GIFTS
If you’re looking for a tangible gift, speak to someone at the bookstore if they have any discontinued items. You’d be amazed at what you have lying around. Swag not your thing? That’s okay. Consider:
- invitations to events
- a speakers’ series
- docent tours you host
- recordings of your orchestra’s performances
- commemorative books about your organization’s history
Your token gift of thanks doesn’t cheapen their gift. But it could motivate them to answer questions. Thoughtful thanks demonstrate your understanding of reciprocity. You fulfill a social contract, which builds trust and shows you value your donor beyond their gift.
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