The Value of Recognition Societies
by Kay Hargrave, Senior Associate Athletics Director/Development, Auburn University
Stewardship is a buzzword that means different things at different institutions. It is also a step that is sometimes discounted or overlooked in the development process. While it takes time, effort and even money for this step to be effective, it is invaluable in moving an athletics development program to the next level. While campaign goals continue to escalate and the competition for philanthropic dollars continues to increase, remember those who have already made a monetary investment in the vision of your program. It is no secret that the first gift is usually the smallest but if stewarded correctly it can lead to leadership and/or transformational gifts. For example, in the Auburn Athletics' recent Legends Campaign, over 50 major gifts were given by repeat donors. Since the Legends Campaign set records for numbers of donors, we are looking forward to additional reciprocation in our future endeavors.
At Auburn University we have numerous recognition societies. Within the Auburn University Athletics Department we have one - the All American Society. It was established less than 10 years ago and honors those who have contributed $50,000, or more, outside of ticket monies. This group has grown to nearly 500 individuals and families and grew the most during the capital campaign that ended March 2008. The inclusiveness and public recognition provided to these members is what provides this giving society its value. They are invited to receptions in the president's suite on Friday evenings prior to home football games, included in bowl functions with the coaching staff and university administrators, recognized on the video-board throughout the football season, listed in the game program and quarterly Tiger Roar magazine. The members are also treated to a black tie event every other year. The first All American Society Gala took place in September 1999 and has continued to evolve into something special for everyone involved. In fact, the first event created a buzz that led to gifts from donors who just wanted to attend.
In March of 2008, we established the Talon Society, within the All American Society. The Talon Society recognizes individuals and families who have contributed $500,000 or more, OUTRIGHT, outside of ticket monies. This group of individuals has laid the foundation for our athletics department to become preeminent. The Talon Society members were inducted during a private and unique wine-tasting and chef presentation dinner prior to the 2008 spring game. The president and his wife hosted them in their home prior to the last home football game of the 2008 season and the athletics director and head football coach hosted them in the athletics director's home prior to the 2009 spring game. In addition to these events, the Talon Society members have exclusive access to football practices which are normally closed to the public. They are also invited to attend any special activities such as the National College Football Hall of Fame Banquet.
Unique, exclusive interaction is something money cannot buy. As athletics development professionals, we are charged with identifying what is of value to our donors - especially our largest donors. The Talon Society concept was and continues to be met with rave reviews. The members enjoy being with each other and have help recruit others who have the same passion for Auburn Athletics. As we continue to seek ways to raise money from philanthropic individuals and families, recognition societies will only increase in popularity. Identify what is important to your people. At Auburn, it is personal contact with coaches and administrators and the opportunity to see how their gifts directly impact the lives of our student-athletes.
While we must continue to focus on the future and expanding our donor bases, let us not forget those who have gotten us where we are today. Phone calls, thank you notes, a "happy birthday" or "happy anniversary" message are all pieces of the puzzle. Thinking outside the box for ways to recognize those who have made leadership and/or transformational gifts can serve two purposes: stewardship of current donors and recruitment of new ones.
