Size of the gift would also determine where they fit into in the stewardship and gift club arena, i.e. Would they get an annual donor financial report and be invited to giving club and other events?
You should also consider the possibility of soliciting additional contributions to the designation and balance this against the wishes of the donor and their incentive to add to the amount. For example, on the anniversary of their memorial gift to top up the fund. There’s also the aspect of the relationship of the memorial donor to the institution. i.e. A widow giving a gift in memory of her husband may not be a graduate, and may not even be on the database. Research can help evaluate memorial givers. A good strategy for this type of donor would be to send a mailing asking them if they wished to be included on future mailings or other institutional communications. If you are soliciting them regularly, you should evaluate the number of inactive memorial givers and remove them from the list after a certain point.
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