In today’s purpose-driven landscape, recognition is no longer a luxury—it’s a necessity. For nonprofits and charities, whose missions thrive on the dedication of volunteers and employees, celebrating contributions meaningfully is essential to sustaining momentum and morale. National Nonprofit Day, observed annually on August 17, offers a unique opportunity to spotlight the individuals who make charitable work possible.

Recognition goes beyond thank-you notes. It’s about cultivating a culture where people feel seen, valued, and inspired to continue making a difference. In 2024, charitable giving reached an unprecedented $592.50 billion^[1], a testament to the generosity and commitment of individuals and organizations alike. Yet, despite this surge, the people who power nonprofits don’t stick around—about one in three volunteers will leave a volunteer position behind every year.^[2]

Stepping up recognition efforts can really pay off. This blog explores how nonprofits and corporate partners can use strategic recognition—especially through gift cards, rewards, and public appreciation—to boost engagement, retention, and impact.

Let’s explore how National Nonprofit Day can be transformed from a calendar event into a catalyst for culture change.

National Nonprofit Day transforms awareness into appreciation

National Nonprofit Day commemorates the 1894 Tariff Act, which laid the foundation for nonprofit tax exemptions. Today, the nonprofit sector is a cornerstone of the U.S. economy—1.5 million registered organizations employ more than 12 million people^[3] and contribute $1.3 trillion, or 5.2% of GDP.^[4]

For nonprofits, August 17 is more than a date—it’s a platform to celebrate the people behind the mission. Here’s how to make it meaningful:

For nonprofits:

• Launch a “nonprofit heroes” campaign: use social media to spotlight volunteers and staff. Share their stories, highlight their impact, and tag them in posts to amplify visibility. Include short video testimonials or reels to boost engagement.

• Host a volunteer appreciation breakfast: invite volunteers for a morning of gratitude. Include personalized thank-you letters, small gift cards to local cafes, and branded merchandise like mugs or tote bags. Make it a tradition that volunteers look forward to annually.

• Create digital badges: design shareable graphics like “I make nonprofits possible” or “volunteer champion 2025” that volunteers can post on LinkedIn or Instagram. These badges not only recognize individuals but also promote your organization.

• Partner with other nonprofits: collaborate on joint recognition events or campaigns. This cross-promotion builds community and expands your reach.

For corporate leaders:

• Implement “dollars for doers” grants: offer $500 donations to nonprofits where employees volunteer 20+ hours. This incentivizes engagement and supports causes employees care about.

• Feature employee volunteers: highlight them in internal newsletters, Slack channels, or all-hands meetings. Recognition from leadership boosts morale and encourages others to participate.

• Launch team volunteer challenges: create friendly competitions with rewards for the most hours volunteered or most creative impact stories. Offer gift cards, extra PTO, or branded gear as prizes.

• Offer paid volunteer time off (VTO): encourage employees to take time off to volunteer without sacrificing income. This policy shows that your company values purpose-driven work.

The recognition gap, and why it matters

Despite the billions donated and hours volunteered, many nonprofits face a troubling trend: volunteer attrition. The average retention rate is 65%, meaning one-third of volunteers leave annually.^[5] Why? A significant portion—36%—say their work is too challenging. These volunteers simply aren’t feeling appreciated for the work they do.

This gap isn’t just a morale issue—it’s a strategic one. Volunteers are the lifeblood of nonprofit operations. Losing them means losing institutional knowledge, community connections, and momentum.

Recognition is a proven antidote, and it doesn’t have to be expensive. A simple gift card, a public shout-out, or a personalized thank-you note can make a world of difference. The key is consistency and sincerity.

By aligning recognition efforts with key awareness dates—like National Nonprofit Day—organizations can create rituals that reinforce appreciation and deepen engagement.

Gift cards and rewards: Small tools, big impact

Gift cards may seem small, but their impact is significant. They’re flexible, personal, and universally appreciated. Whether it’s a $10 coffee card or a $50 bookstore voucher, these tokens of appreciation send a clear message: “Your efforts matter.”

Here’s why they work:

• Personalization: choose vendors that align with volunteer interests—local cafes, bookstores, wellness apps  

• Scalability: easy to distribute digitally or in person  

• Budget-friendly: can be tiered based on contribution levels  

Pair gift cards with other rewards for maximum impact:

• Branded merchandise: hoodies, water bottles, notebooks  

• Certificates and plaques: tangible symbols of achievement  

• Experience-based rewards: tickets to events, museum passes, or wellness retreats  

For corporate partners, integrating gift cards into recognition programs is seamless. With a rewards partner that supports your efforts and integrates with your HR systems, you can make distribution management of this program quick and automatic.

Recognition through rewards isn’t just about retention—it’s about building a culture where giving back is celebrated and sustained.

Building a culture of recognition

Recognition isn’t a one-time event, it’s a culture. To build it, nonprofits and corporate partners must embed appreciation into their DNA.

Steps to build a recognition culture:

1. Make it regular: monthly shout-outs, quarterly awards, annual celebrations  

2. Make it visible: use social media, newsletters, and events to showcase contributions  

3. Make it inclusive: recognize all roles—frontline volunteers, behind-the-scenes staff, board members  

4. Make it strategic: tie recognition to impact metrics and organizational goals  

Real world results:

A nonprofit blood bank partnered with Awards Network to implement an online incentive program that rewarded both volunteers and employees for their contributions. The program included a points-based system redeemable for merchandise and gift cards, along with public recognition for top contributors.

The results were impressive:

• Volunteer retention increased by more than 25%

• Employee retention improved by 17%

• Recruiting costs dropped by 22%

This case illustrates how structured, consistent recognition can lead to measurable improvements in engagement and operational efficiency. By investing in appreciation, nonprofits not only retain their most valuable contributors but also reduce costs and build a stronger organizational culture.

Recognition builds loyalty, deepens relationships, and enhances your brand. It’s not just good ethics—it’s good strategy.

Recognition as a catalyst for change

National Nonprofit Day is more than a celebration—it’s a call to action. By recognizing the people who power charitable missions, nonprofits and corporate partners can transform engagement, retention, and impact.

With billions donated and millions volunteering, the potential is vast. But without appreciation, even the most generous efforts can lose momentum. Strategic recognition—through gift cards, rewards, and public appreciation—bridges the gap between effort and impact.

As we move through August, let’s use National Nonprofit Day to build a culture of gratitude. Whether you’re a nonprofit leader or a corporate partner, your recognition efforts can spark a revolution—one thank-you at a time.

Tango can help you appreciate your volunteers and staff with minimal admin time and start-up costs.  To learn more, request a demo or call 844.318.7687.

^[1] Giving USA 2025: The Annual Report on Philanthropy for the Year 2024, https://givingusa.org/giving-usa-2025-u-s-charitable-giving-grew-to-592-50-billion-in-2024-lifted-by-stock-market-gains/

^[2] VolunteerHub research and Corporation for National & Community Service study, https://volunteerhub.com/blog/retain-more-volunteers

^[3] U.S. Bureau of Labor Statistics, “Nonprofits accounted for 12.8 million jobs…,” https://www.bls.gov/opub/ted/2024/nonprofits-accounted-for-12-8-million-jobs-9-9-percent-of-private-sector-employment-in-2022.htm

^[4] Independent Sector, “Health of the U.S. nonprofit sector,” https://independentsector.org/resource/health-of-the-u-s-nonprofit-sector/

^[5] VolunteerHub, “Retain more volunteers,” https://volunteerhub.com/blog/retain-more-volunteers

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