Fundraising with Commemorative Gifts

A small percentage of nonprofits roll commemorative gifts into their planned giving programs. But unless the donation amount is very high, there are naming rights involved, or it is a special commemorative gift drive, a commemorative gift program is not usually considered to be part of a planned gift program.

Because of the simplicity of commemorative gifts many nonprofits find themselves using this donation vehicle as their first move beyond the simple fundraising program.

The Commemorative Gift

A commemorative gift is a lasting tribute to a friend, colleague, or loved one. Commemorating a special person with a gift to a nonprofit (and it's cause sometimes more importantly) can be tremendously satisfying for the giver.

It is always convenient to make a commemorative gift and appropriate in almost all circumstances.

Types of Commemorative Gifts

While you may be tempted to lump together the two types of commemorative gifts, please don't. It is important to distinguish between them to market them correctly.

• Honor Gift

  A gift "in honor of" someone usually is made while that person is living, often for milestone occasions such as a:

  1. Promotion
  2. Birthday
  3. Retirement
  4. Wedding
  5. Anniversary
  6. Thank You
  7. Holiday (Christmas, Mother's Day, Father's Day)
  8. Graduation
  9. Or as an alternate gift for the "person who has everything".

• Memorial Gift

  A gift "in memory of" someone is the term used when the namesake is deceased.

  Many obituaries contain notices regarding "memorial gifts" to a charitable organization. It is understood in these situations that in lieu of flowers, the family invites memorial gifts to "a cause of significance to that individual" as an appropriate expression of sympathy and respect.

  Besides the death of an individual there are many other occasions in the deceased's life that can prompt a memorial gift.

  1. Birthday
  2. Anniversary
  3. Thank You
  4. Holiday
  5. Memorial
  6. Holiday (Christmas, Mother's Day, Father's Day)

Restricted or Unrestricted

Commemorative gifts may be unrestricted, that is, to support the general mission and vision of an organization. Commemorative gifts may also be restricted to a specific designated use, such as a scholarship fund, a memorial garden, an endowed fund, or a building project.

Most nonprofits would prefer the commemorative gifts they receive to be unrestricted, unless the donor insists otherwise.

Recognizing the Commemorative Gift

While most commemorative gifts will only need a simple thank you to the donor (and sometimes the person being honored), there are times when more may be appropriate.

When the gift is unusually large or the donor especially important, it may be in your best interest to offer more recognition to the donor. A commemorative plaque installed on a chair, bench, or on the wall in your nonprofit's building may be suitable. Or more may be justified in some circumstances. Just be sure and ask before undertaking any public recognition of your donor.

Promoting a Commemorative Gift Program

Opportunities to recognize individuals with commemorative gifts should be promoted through your nonprofit organization's newsletter, website, in brochures, and through information distributed to funeral homes. A new member packet and a new volunteer packet should also contain information about your commemorative gift program.

Components of a Commemorative Gift Program

While a commemorative gift program is very straight forward, you should be prepared before kicking off your program.

1. Designate a lead person to handle the program.

   This person should handle all inquires, donors, funeral homes, and the writing of thank you letters.

2. Design commemorative gift donation forms (both print and online).

   Forms should include:

   • Amount of gift.
   • Who to write the check to.
   • The full name and address of whom to mail the check to.
   • The name and address of the donor.
   • The reason for the gift (in memory of, in honor of, on the occasion of).
   • If they want an acknowledgement of the gift sent.
   • Who to send the acknowledgement to.

   Most forms make note that the person receiving the acknowledgement will not be notified of the amount being donated.

   An online form should have a credit card component.

3. Compose sample thank you letters for both donor and person being honored.

   • A donor thank you letter should always be sent and as soon as possible. It should also acknowledge the amount of the gift for tax purposes.

   • A letter to the person being honored or their family should only be sent if the donor requests it.

4. A funeral home marketing packet.

   This should contain information about your nonprofit, a small amount of donation forms, and full contact information for the person in charge of your commemorative giving program.

   While you may not be comfortable marketing your commemorative giving program to funeral directors it is essential that you do. Virtually all funeral home directors will ask a deceased's family if they want to offer grieving friends and relatives the opportunity to donate in lieu of sending flowers. It is important to have established a relationship with your local funeral homes in order for them to be able to recommend your nonprofit to the family when appropriate.

Conclusions

While you will not be able to count on commemorative gifts with any regularity, they can be an important source of fundraising income for a nonprofit. Are you ready to step your donation program up to the next level?



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