National Nonprofit Day on August 17 arrives at a pivotal moment for the sector. While 2024 saw charitable giving soar to $592.50 billion^[1]—a record that speaks to America's generous spirit—nonprofits face a sobering reality behind the numbers. One in three volunteers walks away from their positions each year, ^[2] creating a revolving door that undermines even the most well-funded missions.

Besides National Nonprofit Day, there are also a few other occasions in the fall that can be great moments for recognition:

• The International Day of Charity, on September 5, commemorates the death of Mother Teresa and invites us all to do more for charitable efforts.

• 9/11 National Day of Service, on September 11, was created shortly after the terror attacks in 2001 and tries to turn the anniversary of that terrible day into an opportunity to do good.

• National Philanthropy Day, on November 15, is a day to celebrate any act of kindness, no matter how small.

• Giving Tuesday, on December 3, is a day to recognize the idea of radical generosity, and how helping and donating to others can change the world.

The solution isn't found in bigger budgets or flashier campaigns. It lies in something far more fundamental: how we treat the people who make this work possible. The organizations thriving today understand that volunteers and staff aren't just helping hands—they're partners whose contributions deserve genuine recognition.

This shift toward strategic appreciation isn't just nice to have; it's mission-critical. When people feel truly valued through meaningful rewards, public acknowledgment, and thoughtful gestures like gift cards, they don't just stay longer—they become advocates who attract others to the cause.

What if National Nonprofit Day became more than a date on the calendar? What if it sparked a year-round commitment to celebrating the humans behind the mission? For nonprofits ready to break the cycle of constant recruitment and start building lasting teams, the path forward begins with recognition done right.

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

Days where we recognize philanthropy and charity are more than a celebration—they are 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 the year, let’s use these special days 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. Request a demo to learn more, or call 925.738.3100 to speak with one of our rewards experts today.

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^[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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