I sell a lot of gift certificates (I rank well on the web and actually sell a lot to people outside the area for their friends in my area, I've sold gift certificates to people in Asia, New Zealand, Canada, Europe, UK, USA, Australia, South Africa, don't think there have been any from South America.... plus I sell quite a few locally, to people that are clients and not). Anyway, I've found that most people that are given a gift certificate do not become regular clients - many of the certificates are not even used, those that are used usually won't be prepared to spend money on themselves for a massage. So often someone will tell me how stressed their friend is and they need a massage, get a gift certificate, friend finally rings up the day before the certificate expires, because they are so busy, they get an appointment, (past the expiry date) they come in, say it was great at the end, I ask if they'd like another appointment and they say they are so busy and they'll get back to me. They never do. Almost everyone that pays for their own massage does rebook, and the few that don't usually do get back to me, even if it is a year later. Gift certificates are almost always the only time I see gift certificate recipients.
Donated certificates are even less likely to be used, and when they had a longer expiry date, I could almost see how they had been handed around as a present, particularly before I included the "from" line. The "this entitles the holder to a 60min massage expires <1 year later>" certificates just seemed to be handed around until it got so close to the expiry date it couldn't be handed on anymore, I even had a couple of "you've got a very short expiry date on your gift certificate" comments, on closer questioning they'd been given the certificate a month before the expiry date as a birthday present, or "just because". Talk about recycling presents! I can't recall any donated gift certificate that has been used that has rebooked. Relatively short expiry date and "not transferable" cuts that recycling out.