Donor Recognition Trends in 2025 So Far
Your donor recognition strategy needs to evolve to inspire giving.
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Donor expectations are quickly evolving, and so should your recognition strategies. Recognition is no longer just about listing names on a wall or hanging a plaque. Today’s donors want recognition that is meaningful, engaging, and mission aligned. This is why shifting from donor recognition to donor engagement is more critical than ever in philanthropy.
At BrookGlobal, we work with hospitals across North America to design donor engagement strategies that not only celebrate generosity but also strengthen community impact and donor trust. As we reach the halfway point in 2025, here are the top trends we are seeing in donor recognition that you need to know:
1. Digital Integration is No Longer Optional
Digital donor walls and displays have become standard in healthcare philanthropy. Hospitals that invest in digital donor recognition tools gain a powerful edge in both engagement and storytelling. There are a number of aspects of digital recognition that compliment your overall donor strategy. When mixed with the right blend of branding, impact and traditional methods, it brings your donors along on the journey.
click the tabs below to learn more.
- Video
- Animation
- Impact stories
- Easy to keep content current
- Maintain current listings and information
- Quickly and efficiently edit donors as needed
- Update campaign details and promotional information in real time
- Utilize to share events and other upcoming important reminders
- QR code utilization
- Contact information
- Calls to action
After
Before
Philanthropy Center at Winnipeg Health Sciences Centre.
Trend Insight: "Hospitals using digital recognition see up to 35% more donor engagement post-installation."
2. Recognition as Part of the Healing Environment
Donor centers are now being integrated into spaces designed to support healing and well-being. Many facilities focus on patient interactions and experiences. Donor centers can become part of the environment to support these goals and make it a comfortable space for all who enter. Trending donor centers are moving beyond just lobby fixtures as they’re becoming part of wellness-centered design. That means natural elements, calming lighting, and storytelling that aligns with your hospital’s values and healing mission.
Philanthropy Center at Seattle Children’s.
Want to know which trend fits your hospital’s goals? Have a free consultation with our team!
Trending Thought: “It’s not about ego—it’s about purpose. Donors want their gift to feel meaningful for others too.”
– Hospital Foundation Director, Ontario, Canada
3. Inclusive, Multi-Tiered Recognition
Today’s donor base is more diverse and dynamic than ever. Recognition must reflect all levels of giving and support the community that is support the mission. The style and type of gifts are evolving, and how these donors want to be recognized is evolving as well. Donors want to be included and feel a part of the cause, rather than just handing over a cheque and walking away.
Recognition and storytelling wall at Goshen Health.
Emerging best practices:
Recognition of monthly and planned giving
Developing ‘Pathways of Giving’ that honor both major and community donors
Multilingual displays for hospitals serving diverse populations
Aligning content with accessibility requirements and supports
Considering accessibility in the design and outcome of the center
This approach builds a culture of philanthropy that is inclusive, equitable and inspiring.
4. Campaigns That Show Outcomes, Not Just Gratitude
You will get better results when you integrate donor recognition into your campaign planning from day one. We are seeing a shift from appreciation to impact storytelling. Donors want to see how their contributions are making a difference and showcasing this will inspire others to support as well. Gratitude is at the heart of recognition, but now it is important to bring in the facts, impact reports and stories to help elevate the outcomes from donor dollars.
Impact focus:
Trend Insight: "69% of Gen Z and millennial donors say they are skeptical of nonprofits that don’t show measurable results."
– Nonprofit Tech for Good Report
5. Philanthropy & Capital Campaign Integration
Donor recognition should not be an afterthought. It needs to integrate into the strategy and planning from the start. Begin incorporating recognition strategies into your campaign plans right from the start. Including all teams in the development of the strategy will help bring a cohesive plan together that not only drives the organization forward but develops a full journey for the donors.
Planning includes:
- Mapping the entire donor journey
- Strategically placing recognition to support campaign phases
- Planning legacy opportunities alongside campaign milestones
- Identifying key giving levels and developing recognition opportunities early
- Integrate digital elements into recognition
- Budget for recognition within the overall campaign budget plan
When donor recognition becomes a part of the planning and process, it becomes a tool for inspiration and motivation to give.
6. Recognition is a Strategy, Not Just a Display
So far, donor recognition trends in 2025 continue to push that it is more than a display, it’s a well thought out and implemented strategy. When done well, it creates momentum, deepens engagement, and helps bring your mission to life.
The right donor strategy will:
Inspire new giving
Deepen donor relationships
Connect people to your cause
Build a culture of philanthropy
If your hospital is preparing for a new campaign or just wants to modernize its recognition approach, now is the time to act. Contact BrookGlobal for a free consultation with one of our donor engagement specialists!
