Nonprofits thrive on generosity—from people who give their money and from those who give their time. Yet too often, the systems and language we use to recognize these contributions don’t reflect the equal value both groups bring to our missions.
Having spent years volunteering for nonprofits—as a social media strategist, event organizer, and community advocate—I’ve seen firsthand how the spotlight tends to land more often on those who give financially. But when a volunteer gives many hours of labor, the impact is just as significant. Recognition equity isn’t about minimizing one contribution over another; it’s about lifting both up, equally and intentionally.
Equal Contribution, Unequal Recognition
A few years ago, I volunteered to run social media for a nonprofit. Each week, I spent several hours writing content, designing graphics, and managing engagement. During major events and conferences, my workload doubled. When I tallied my hours at the end of the year, my contribution was valued at over $8,000 based on industry rates.
During this time, I also designed a brochure for the organization’s conference that listed financial sponsors who had contributed $5,000 or more. They were also recognized across social media, newsletters, and at the event itself.
It was a moment of clarity. While I had contributed to the organization solely for the experience, the absence of formal recognition made it clear that the system in place equated value primarily with dollars.
This imbalance often comes from habit. But it’s worth asking: how might the culture of an organization shift if it celebrated time and money equally?
Quantify Time the Way You Quantify Money
One of the simplest ways to make the value of volunteerism more visible is to translate time into financial terms. Think of what the organization would have had to pay someone to do the same work. Whether that’s the hourly rate of a social media strategist, an event coordinator, or a youth mentor, time has real monetary value
For example, a sheriff’s department I supported had a team of thirty volunteer reserve officers contributing hundreds of hours annually. When we calculated that their work was equivalent to the salary of four full-time deputies, leadership began investing more in recognizing and supporting these volunteers.
When board members and executive leadership can see how time translates into impact, it becomes easier to build systems that honor every form of contribution.
Don’t Reduce Donors to Dollar Amounts
While volunteers are often undervalued, donors also deserve more than a number next to their name. Behind every gift is a person moved by your mission. It’s important to communicate impact—not just investment.
Instead of only listing donors by giving tiers, share what their generosity made possible. Did their support provide 500 meals, fund 10 scholarships, or protect a mile of riverbank? Make it personal. Celebrate the outcomes, not just the input.
Language Shapes Perception
The language used across your organization—from newsletter headlines to voicemail greetings—quietly but powerfully shapes how people view their relationship with your nonprofit.
Are your fundraising newsletters titled with phrases like “From Our Donor Community” but your volunteer updates are labeled simply “Volunteer Reminders”? These choices, even when unintentional, send signals about who you value and how.
Language isn’t just about titles; it’s about framing and inclusivity. Consider describing both donors and volunteers as “mission supporters,” “community partners,” or “impact contributors.” These terms honor the shared purpose that unites everyone who supports your mission.
Ensure all communications—from event invitations to onboarding emails—are respectful, inclusive, and appreciative. The consistency of messaging across your platforms demonstrates intentionality and sets a standard for how people experience your organization.
Tone Communicates Respect
Many nonprofits use a more casual, informal tone when communicating with volunteers, while adopting a more professional voice for donor outreach. But ask yourself: Are you unconsciously signaling that one group is more important than the other?
Do your emails, updates, and outreach materials treat volunteers with the same level of professionalism and warmth as donors? Does your volunteer handbook reflect the same care and branding as your donor welcome kit? Thoughtful, respectful language builds trust and reinforces that all contributors are equally essential to your mission.
Recognition Should Match the Value
Recognition isn’t just about saying thank you—it’s about saying it in a way that reflects the importance of the contribution.
Donors often receive formal recognition: event signage, glossy programs, or professional photos. Volunteers? A group photo on a phone, a quick mention in a newsletter, or a sandwich tray at an appreciation lunch.
Try elevating volunteer recognition to match the level of your donor acknowledgments:
- Include them in your annual report.
- Take quality photos during their service.
- Feature their stories on your website or social media.
Consistent, intentional recognition affirms that every contribution matters.
Tell All Stories with Equal Intention
Storytelling connects people to purpose. It’s common to highlight donor stories, but volunteer stories are just as powerful.
One organization I worked with began alternating between donor and volunteer spotlights in their monthly newsletter. It became one of their most-read features and led to new partnerships—volunteers who became donors, and donors who began volunteering.
Stories build bridges. Tell them with balance and gratitude.
Build Community Through Everyday Communication
True community is built not just in the big events, but in the small touchpoints. Emails, social media posts, and even the design and language of your volunteer and fundraising portals all send a message: you belong here.
Invite your volunteers and donors into shared spaces—celebration events, impact updates, behind-the-scenes opportunities. When they feel like part of a connected community, they’re more likely to stay engaged and invite others to join.
Final Thoughts
Recognition equity isn’t just about fairness. It’s about reinforcing your organization’s core values through the way you communicate and engage.
When you show people that their time, talent, and financial contributions are all deeply valued, you cultivate a culture of generosity and belonging. And in that kind of culture, everyone wins—the organization, the mission, and the community you serve.
At Lyndeau, we help organizations like yours communicate intentionally and thoughtfully, aligning each message with your mission. Let’s inspire change. Strategically.
