From the podium at various events, we’ve all heard this many times (and cringed sometimes):

“We want to thank [Deb and Joe Jones] for their wonderful generosity in supporting [this initiative].”

Thanking is good. Public acknowledgement can be good. But what do we mean by calling these donors “generous”?

Used too often and without thought, “generous” and “generosity” lose their power. And we need them to be powerful!

Doesn’t everyone, making a gift of any size, deserve to be called “generous”?

Using the "G-words" frequently seems to be the default approach of many fundraising organizations. And in fact, many people making relatively small gifts do deserve to be called generous. Why? One reason could be that they made the gift at personal sacrifice financially, because they care so much about your work. (You will not know this if you don’t know the donor, which is another good reason to get to know your donors at all levels over time…!)

Aren’t all large gifts “generous” gifts?

Many are, yes.

But it’s not about the amount. If generosity is to retain its power as a word (“readiness or liberality in giving”), then we need to apply it sparingly and appropriately, and not necessarily to large gifts.

I especially like the word “readiness” when applied to generosity. I also like this additional definition of generosity: "freedom from meanness or smallness of mind or character."

Everyone involved in raising money has had the experience of needing to “twist arms” to get a gift from a wealthy donor, even when they know your group well and all their questions are answered.

You get the feeling this donor doesn’t really want to make the gift but for some perverse reason they will, if only you “earn” it by stepping through various hoops known only to them.

No matter how large that gift turns out to be, don’t use the word “generous” when you describe the arm-twisted donor. There are lots of other words you can use, but this is how “generous” and “generosity” lose their power. (You are probably not the only one they've treated this way!)

When is it powerful and right to call a donor “generous”?

In short – when you are acquainted with the donor and you know their gift was given readily and with enthusiasm, no matter the cost to themselves. Their gift is about supporting your work, and the importance of your work, not about the amount or the recognition they will receive for making the gift. And remember – if you save the “G-words” for these circumstances, you will use them less frequently, and you will always THINK before you use them.

What other words might you use to acknowledge donors?

I love this exercise! Sit with your fellow board members or your staff team – or both groups together – and come up with other concepts and specific words to apply to your donors as they make gifts. Take “generous” and “generosity” off the table and see what else appears*. You will feel refreshed! And remember – only use the “G-words” when you actually mean them.

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*To keep in your back pocket during the exercise, here are some other words to use: largesse, readiness, beneficence, liberality, heart, benevolence, philanthropy, bountiful, altruism, charitable, nobility, and nobleness. You can also focus on describing the gift itself, not the donor, as in “high-impact”, “much-needed”, “transformational”, “well-timed”, "visionary support", “thoughtful” or “positively enabling our mission”.

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