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A big donor can have a “whale” of an ego, which is why executives interviewed for new research responded that naming rights for physical spaces tops the recognition list at 91% when asked which acknowledgement is most impactful. Also high on the list — naming rights for non-physical spaces, such as programs, at 59%.
For the record, digital displays was in second place at 79%, tied with a note from a member of the organization’s C-Suite.
That’s data from a report from Twin Point Insights and the Association of Healthcare Philanthropy. The report “Donor Relations and the Post-Campaign Period” draws on insights from 58 hospital and health system campaigns and reflects a snapshot of current practice across the U.S. and Canada — what they are actively doing.
Healthcare facilities need to provide meaningful recognition that reflects the scale of the donor’s investment, according to authors of the report. Recognition programs are evolving as fundraising campaigns diversify, the authors wrote, incorporating programmatic, endowment, and community health priorities.
Respondents were broadly confident in their ability to meet these expectations. But, you need a post campaign strategy. Here’s what the authors suggest at least six elements:
* Revised efficient gift processing and gift acknowledgement processes and procedures that accommodate increase volume;
* Revised gift agreements to address each potential type of campaign gift;
* Naming opportunities beyond physical spaces — endowed chairs, named funds, programs, scholarships, training programs, and innovation initiatives;
* Realignment of staffing resources to accommodate the increased volume of work; and,
* Development of a strategy to drive pipeline in light of reduced cash in resulting from donors in campaign pledges.
* A set of metrics to analyze long-term campaign impact on program growth — comparing pre-campaign and post-campaign donor visits, new donors, donor retention, donors at each level of the pyramid, close ratios, and timeline to close.
