Dear Kim Q&A Column ArchiveOctober 2004
Can Creative Naming of Donation Levels Motivate Folks to Give More?
Dear Kim,
I have stepped into a role that relies heavily on fundraising
skills. I have not been a fundraiser and am looking forward to
developing this new skill. One of the first things I must do is
establish "levels" of donations. We are a pediatric facility that is
part of a large organization. Is it appropriate to designate levels of
giving that are related to kid themes, or do you suggest sticking with
tried and true levels such as platinum, silver, gold, President's
Circle, etc?
—In need of guidance
Dear In Need,
Good luck in your new role. I think it is great that you are
looking forward to it. Your enthusiasm will carry you a long way.
Skills
can be learned, but nothing happens without excitement. To answer your
question, I don't know any studies that indicate how you should name
your giving levels, but I know from my own experience and hearing other
people talk that we are bored to death with platinum, gold, lead, mud,
or President's Circle, Vice President's triangle, and the like. I think
the most creative gift levels get the most attention, so using kid
themes is a great idea. It lends itself to all kinds of graphic
elements
as well. Further, creativity and fun in the way you raise money for the
pediatric program will lend credibility to the excellence of your work
with children.
I did once hear a funny story about giving levels. A wilderness
preservation organization had giving levels of manatee, jaguar, polar
bear, and so on. People gave at a certain level and also learned more
about their animal. Some people became so attached to the manatee that
they did not want to move on to a jaguar. Let's hope this will not
happen when you try to move people from "Cat in the Hat" to
"Charlotte's
Web."
—Kim
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