There’s a theory in politics which says that the two furthest points on the political spectrum are closer to each other than they are to the center. The far-left and the far-right become nearly the same thing at the extremes.
I’ve noticed a similar phenomenon in fundraising with regard to the use of gimmicks, with folksy things like raffles and giveaways on the one side and glamorous things like giving societies and galas on the other. At the extremes both can be palliatives, providing something in return to ease the pinch of giving.
I call this the Gimmick Horseshoe of fundraising.
If the center of our line is generosity, the two opposite vices are stinginess and prodigality. Generosity is the virtuous middle ground between these two extremes regarding the use of wealth and possessions.
Stinginess in fundraising might ask, what’s the least I can do to get a good return on my efforts. Likewise, prodigality might overlook cost with regard to feting donors who nonetheless have little real interest in supporting the work you do.
As in most things, moderation is the key.
We should always seek both to thank and steward donors in a way that expresses gratitude while not losing sight of the fact that generosity requires an element of sacrifice, and that a gift given in response to mission, and not gimmicks, is the best gift possible.