Building relationships with donors
Building relationships with donors

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Building relationships with donors

3.6.5 Using ‘involvement devices’ sensitively and appropriately

It is unreasonable to expect donor loyalty to be built exclusively on the basis of ever purer forms of altruism. You cannot ignore the element of ‘exchange’ involved. Involvement devices, like those in Box 4, acknowledge people's contribution and offer an incentive to further support.

Box 4 Involvement devices in donor and supporter development

  1. Giving personal and public recognition:

    • badges and stickers (for individuals and vehicles)

    • scarves, bags and other wearable objects

    • long or meritorious service awards

    • rolls of honour

    • public events to acknowledge major contributions.

  2. Conferring status:

    • membership (of all sorts of categories: associate/full/family/life)

    • special clubs, for example 500 clubs for those who donate £500 or more

    • alumni clubs.

  3. Providing information and developing understanding:

    • information sheets and special newsletters (over and above any standard publications)

    • copies of reports and research

    • chance to attend briefings and conferences.

  4. Opportunities to meet other donors and supporters:

    • occasional donor meetings and events – with staff, clients, etc.

    • invitations to celebrity occasions

    • annual donor dinners

    • opportunities to join selected groups for particular lobbies, publicity events, etc.

    • visits to projects.

  5. Providing a role in governance and policy making:

    • consultations

    • invitations to join working parties and financial development groups

    • reserved donor's place on management committee.

  6. Special benefits arrangements:

    • discounts

    • reduced rate charges entry to museums, events, etc.

    • ‘limited offers’.


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