Earlier this year something special happened. United Airlines recognized me for flying 2,000,000 lifetime miles since 1986. Yes, that’s a lot of donor visits over the years.
However, the bigger story is how United Airlines chose to handle the recognition.
On a short hop from Chicago to Grand Rapids, Michigan, the pilot came over to my seat to mark the occasion by presenting me with his flight plan, signed by the entire flight crew. Pretty cool, right?
A flight attendant, not as prepared for the moment, offered me a bottle of water and a Ghirardelli chocolate wrapped in tissue—likely from her personal stash. It was a sweet (pun intended) gesture.
Later, on a flight from Grand Rapids to Denver, the crew acknowledged my milestone again. This time, two flight attendants presented me with a bottle of sparkling wine pinned together with the plastic “wings” usually reserved for kids.
But it didn’t end there. On my next flight from Denver to Palm Springs, the head of flight operations boarded the flight, came to my seat in economy, and asked me to follow him to the front. As I walked up the aisle, he joked, “Don’t get the wrong idea—you’re not getting an upgrade.”
Once at the front, he made an announcement on the loudspeaker about my achievement, and the pilot invited me to sit in the cockpit.
Now, granted, some of this was a bit cheesy. Each crew seemed to think they were the first to mark the milestone, and I played along each time. But it didn’t matter—it was the thought that counts.
United Airlines’ authentic and sincere efforts at recognition left an impression on me. And I bet that’s why I’m sharing it with you now.
Donor Recognition and Its Importance
Why share this story? It’s a perfect segue into thinking about donor recognition. Just like United Airlines made me feel appreciated, thoughtful recognition can create lasting impressions with your donors.
I recently caught up with Stephen Clouse to dig deeper into how donor recognition plays a role in strategic fundraising planning. Here’s a summary of what he shared:
Stephen’s Insights on Donor Recognition
When to Think About Recognition:
Stephen explained that donor recognition isn’t the first step but certainly a top consideration. Donors need to feel a connection to your mission before recognition becomes meaningful. Recognition should be a byproduct of the donor’s contribution to something significant.
How to Present Recognition:
He emphasized that offering meaningful recognition upfront helps donors rationalize bigger gifts. For example, offering naming opportunities or commemorations gives the donor a tangible way to leave their mark on the project.
Memorable Examples:
Stephen shared examples like the Reagan Ranch, where $1,000+ donors had their names inscribed on the “Freedom Wall.” For those committing to estate plans of $1 million or more, a ceremonial tree planting was held in their honor. At Mount Vernon, $25,000 donors had their names engraved on the Wall of Honor, visible to over one million visitors annually.
What Makes Recognition Successful:
Recognition must be both memorable and relevant. It’s not about generic tokens; it’s about showing donors that their contribution helped achieve something extraordinary. It should be highly personalized and visible—a permanent mark of their impact.
Your Thoughts?
What’s your take on donor recognition? Does it play a key role in your strategy? Feel free to share your experiences.
If you’d like to dive deeper into this topic, stay tuned for more discussions on impactful donor recognition strategies.
