Virtual Recognition

A consistent and equitable donor recognition policy is an integral part of real-world fundraising. Acknowledgement and thanks run the gamut in the offline arena, from a simple signed letter to a naming opportunity. No matter the form it takes, however, gratitude is a welcome gift to those who have generously contributed to the success of your organization.

It should be no different in online fundraising. Donors should be recognized and rewarded -- and unlike letters, invitations, plaques, donor walls, and portraits, online acknowledgement is inexpensive.

As traditional thank-you letters are sent from the development office of non-profit organizations, a proper letter via e-mail is the first way in which donors should be thanked. Some of the more advanced fund-raising software on the market does this automatically. Completely hassle-free, the e-mail is sent as soon as the contributor clicks the donate button, and includes all the information your donor needs for tax records.

Creating a name recognition section on the Web page is also a good -- and cheap -- solution. As donor walls are divided into various giving levels, so too can a "Web donor wall." This can be done in any manner of ways, from separate pages for different levels, to graphics denoting various levels on one page.

And as the major donors in a traditional forum are acknowledged in a manner separate from the rest of the pool, a virtual recognition page should be set apart for those contributors who go above and beyond the call of duty.

This is not to say, however, that an online donor recognition program is solely for the benefit of its online contributors. The online arena should be used to recognize ALL donors, as a means of supporting, in a new medium, their generosity and compassion (remember, modern donors may turn to the Web before any other medium).

One organization that is doing just this is Library of Congress Foundation, which has a "development office" Web page. This page offers choices such as "honoring our donors," "recent donors list," and "our major donors," all separate tabs under one virtual umbrella. By making these names readily available to a vast audience, the site stands to please its existing donor pool, as well as attract new donors to the organization.

Other sites with similar features include:

• The Ophthalmic Mission Trust , which lists its sponsors and major donors.
• The National Museum of Dentistry , which separates contributors according to giving levels.
• The Scripps Research Institute , which has a page entitled "Thank You to Our Donors."

These sites are a tribute to generous donors who have contributed to the success of each organization. And unlike the select number of people able to visit and see for themselves a tangible donor wall, plaque, or portrait, these virtual donor recognitions are easily accessible to a vast audience of Internet users. The online medium is an excellent, and affordable, way to take a vital step in donor cultivation -- the acknowledgement process -- to that next level.