Last month, I shared this Good Advice blog post encouraging nonprofit organizations to celebrate tribute gifts and intentionally promote them during calendar year-end and beyond. That piece was inspired by a client project—and by a data point from Nonprofit Tech for Good showing that while 46% of online donors make tribute gifts, only 19% of nonprofits actively encourage them. That gap is a huge opportunity for mission-driven organizations.

What I didn’t know then was how personally I would experience this advice from a donor’s perspective just a few weeks later when I learned that not all online giving opportunities are created equal.  

There’s something powerful about pausing to celebrate generosity—and even more so when that generosity comes in the form of tribute gifts. Recently, at a simple yet meaningful ceremony hosted by the HEB ISD Education Foundation, donors gathered to share why they chose to honor someone special through their giving. The event was held at the Pat May Center at HEB ISD, where the Cornerstone Walkway serves as a lasting tribute to those recognized through honorarium or memorial bricks.

Why does this matter? Because tribute gifts are more than financial contributions, they represent stories of gratitude, memory, respect, and love. When nonprofits create opportunities for donors to make tribute gifts and then take the time to celebrate those gifts, they deepen relationships that strengthen their mission.