Donor Spotlight – Going One Step Further
On many athletics department websites, it is possible to find some type of individual recognition for their athletics donors. Usually in the form of a large list showing which supporters qualified at each level of giving, this type of recognition is simple and likely appreciated. At some universities, however, donor recognition is taken one step further.
At Arizona State University, the ASU Foundation website has a special section reserved for “Donor Stories.” These stories describe the unique giving experiences and lives of some of ASU’s largest donors. In addition to recognizing their gifts, the donor stories offer a personal touch and a detailed account of how a gift can be the result of complete chance or lifelong devotion to the University.
At the University of Tennessee, the “Donor Spotlight” feature on their website is written in a similar fashion to how a “Student-Athlete Spotlight” might be show on the home page. Using an interview format with brief questions and answers, Tennessee’s donors are brought to life, rather than just listed with their dollar amount.
In each of these cases, the university is taking donor recognition to the next level. Showcasing donors in this way not only humanizes their support, but it provides a name and a face to donor prospects that are considering a gift to the university. Imagine if a prospect was considering a gift, reads the donor spotlight, and then recieves a phone call from the donor who was recognized…encouraging the prospect to give. I believe this would be an effective tool of not only encouraging participation amongst donors, but soliciting new gifts. Universities considering making the extra effort to add a personal recognition of donors should look no further for examples than the two institutions listed here.