Many nonprofits rely on the generosity of individuals to support their missions and achieve their goals through contributed gifts. As such, fundraising success hinges on finding innovative ways to encourage donations, including the use of donation form options like tributes.
Tributes are a form of donation that allows donors to give in honor or in memory of someone special in their lives. Giving in honor of someone else is a way to recognize, honor, and celebrate someone important in your life. In fact, in 2022, 26% of monetary gifts were made in tribute. These gifts are made from an emotional place – grief, gratefulness, elation, heartache, love – and are made to organization’s that are close to their hearts.
With one in four folks giving in honor of someone else, it’s imperative that nonprofits ensure that tributes are a part of their fundraising strategy. Tribute giving allows donors to make a meaningful and personal connection with the nonprofit they are supporting.
Including a tribute gift option shows donors that you care about their why.
While it is true that the majority of tribute gifts are one-time donations, they don’t have to be. It is possible to convert these donors into recurring or annual supporters. By leveraging tributes on donation forms (and the inherent personal connection to the cause), nonprofits can utilize this kind of giving to increase their fundraising success in several ways.
1) Expand Your Donor Pool
People who may not have been motivated to give to your organization before might be inspired to donate when they see that they can do so in honor of a loved one or in memory of someone they have lost.
Though converting more donors is critical, it’s also important to ensure you’re retaining at least some of these donors. With tribute gifts, it’s easy to become complacent and work from the assumption that these are one-time gifts. However, by ensuring that your organization engages in best practices for donor engagement, you can keep more of your donors – including tribute givers.
Donor engagement requires regular communication, like:
- Thanking donors (this is a biggie!)
- Highlighting stories of success and impact
- Updating donors on your programs and initiatives
- Sharing campaign results and information
All donors want to know the impact their gift has had on an organization and its beneficiaries. Use your communication channels – social media, impact reports, email marketing, etc – to share with the folks that support your organization.
(And make it easy for donors to opt-in to recurring giving programs!)
2) Encourage Larger Donations
Secondly, tributes can encourage larger donations. When donors give in honor of someone special, they are more likely to make a larger contribution. They want to show their support in a meaningful way, and a larger donation can help them do so.
In 2021, the average donation size for donations made in honor of someone was $236.22. That is more than double the national average for non-tribute gifts. Empowering donors to give in honor of someone they love and care about encourages them to give sizable amounts. Those giving in tribute may be more motivated to make larger donations.
3) Build Better Donor Relationships
Tributes can help nonprofits build relationships with their donors. When a donor gives in honor of someone special, your organization is presented with the opportunity to acknowledge and recognize the donor’s generosity in a personal way. This can help to strengthen the relationship between the donor and your nonprofit, leading to more donations in the future.
While there are features built into the GiveWP Tributes add-on, like the ability to allow donors to send an eCard or a mailable card to an honoree or their family, there are other ways for organization’s to use what they learn through tribute giving to engage with donors.
Reach out to tribute donors on the anniversary of their gift with compassion. If the gift was given in memory of someone, use Handwrytten to send out a card marking the anniversary. If it was given in honor, check in to see how the honoree is doing.
Show donors that you care about them and their connection to your cause. Even if their loved one has passed, or beaten a debilitating disease, your personal connection to this important event in their lives serves as a reminder that they’re not alone and there are people who continue to benefit from their gift.
4) Tell a More Meaningful Story
Tribute givers are almost always first-time donors. Use this opportunity to share stories and build awareness of the work you’re doing. We cannot stress the importance of sharing stories with current, lapsed, and prospective donors enough. The secret sauce of storytelling? Using a combination of data and heartwarming anecdotes.
Data provides measurable and indisputable evidence of your organization’s progress – it dictates your impact on a high-level.
Sharing the stories of those who benefit from your organization is more granular. These stories are relatable, they’re emotional, and they communicate your impact in a more personal way.
You have a wealth of information at your fingertips – use it!
Add Tributes to Your Online Donation Forms
Overall, incorporating donation form options like tributes can be an effective way to raise more money and build stronger relationships with donors. By providing donors with a meaningful way to connect with your mission, you can inspire greater support and make a sizable impact in the communities you serve.
At GiveWP, we are committed to ensuring you have access to everything you need – like Tributes – to make a difference. Learn more about GiveWP by scheduling a demo call with our Customer Success team.
