Every year, development pros are faced with the same dilemma: What kind of gifts should we send to legacy society members and other donors to show our appreciation?
The easy choices seem obvious – calendars, paperweights, pen sets, water bottles, baseball caps. You know the drill.
But here’s what I always wonder: Will these gifts genuinely strengthen the bond between planned giving legacy society members and the causes they support? It’s not easy to think of thoughtful gifts your donors will actually appreciate.
When I’m considering gift selections for legacy society members and major donors, I ask myself:
- Does the gift have utility?
- Does it align with the donor’s values and interests?
- Does it evoke emotion?
- Will it open doors for future engagement?
- Is it unique enough to matter?
A good gift doesn’t need all these qualities, but it should have at least a few.
The Problem with Novelty Catalogs
Too often, we take the path of least resistance. Novelty companies bombard nonprofits with catalogs featuring the same tired products they’ve been pushing for decades. Custom mugs, prepackaged steaks, canvas bags – gifts that donors have received from a dozen other organizations.
Sure, they’re marginally appreciated. But donors can tell when not much thought went into their “thank you” gift.
A Museum That Got It Right
I love this example: A museum created a continuity program using collectible bundles of nostalgic postcards that matched their theme. These weren’t reprints – they were cards printed over 30 years ago, still in pristine condition. Many were selling on eBay for over $10 each!
Unlike generic catalog gifts, these cards created real emotional connections. Donors would reflect on memories of summer family vacations, sending “wish you were here” notes to friends and relatives.
During annual fund drives, fundraisers would hear donors asking for new sets of cards – which naturally led to conversations about continuing their support. We loved this idea so much that we offered it as a product for our clients. But please don’t ask — we’ve run out already.
When Budget Isn’t an Issue
Another gift I was personally involved in developing was an intricate box containing a 30-foot scroll of thank-you letters from hundreds of students. This was expensive, but it was for Walter Annenberg, who had supported The Wharton School at Penn for years.
Two years later, both St. Joseph’s University and Villanova University used the same concept for their top legacy society members and major donors.
The Difference Between Premiums and Personal Gifts
There’s a big difference between a premium (something for conference attendees or annual donors) and a genuinely personalized gift for a major donor.
Here are some ideas that go beyond the ordinary:
- A branded thumb drive (works well as a premium)
- A one-of-a-kind piece of pottery (Etsy is great for this)
- A batik silk scarf in her favorite colors
- A bottle of 35-year-old single malt Scotch for the whiskey lover
- A fine cigar for the aficionado
- A canvas print of a building or project their gift supported
- A customized photo book showing their involvement and impact
- A delicious custom treat for the donor with a sweet tooth (my favorite is tiramisu!)
Notice that most of these require genuine knowledge of your donors. What do they like? What are their hobbies? What matters to them?
This takes more thought and time than flipping through a novelty catalog, but it’s time well spent.
Personally, I don’t want another paperweight – it just makes my trashcan heavier. But if someone brought me the best baklava money can buy? That would disappear quickly and be greatly appreciated.
Categories: Relationships, Stewardship
