Donor Recognition PlanThe NPS has long been authorized to accept donations pursuant to laws including 54 U.S.C. § 101101. Donations and contributions come to the NPS from individuals, families, organizations, foundations, corporations, businesses, and other entities as an expression of support, acknowledgment of need, or the result of organized fundraising efforts. Timely and appropriate recognition of donations and contribution is an important step to acknowledge their generous support. This Plan focuses on recognition for donations of cash, assets, and in-kind services directly to the Park or through Park partner organizations for the benefit of the Park. These organizations include but are not limited to those identified in Attachment A. When mutually agreed upon by the Park and the philanthropic partner organization(s), donors to the Park’s philanthropic partner(s) may be recognized according to the provisions established in this Plan. The Park and its partners will comply with Director's Order #21: Donations and Philanthropic Support (DO #21), Section 3054 of Public Law 113-291 (National Park System Donor Acknowledgement), NPS Management Policies 2006, and the Departmental guidance in 374 DM 6, including the standards for review of donations to maintain the integrity and impartiality of, and public confidence in, the NPS and the Department of the Interior (DOI).
The care and preservation of these Park owned and operated facilities requires consistent preservation methods which must be carried out on a reoccurring basis to ensure that current and future generations can enjoy them. The Park’s financial needs are diverse, and the Park is interested in donations in the categories of capital, operations, property (real and personal), programming, as well as sponsorships of special events and programs. Each year the Park identifies projects that are needed to address: safety issues, properties that need preservation treatment, properties that need repairing/painting, and heating/cooling equipment needing replacement. These projects are maintained within the NPS Project Management Information System (PMIS) and the Park must compete for funding that may or may not be available. Projects that do not received funding or receive partial funding become philanthropic opportunities. Some of these opportunities include:
Donors may be recognized by the following levels, and recognition may include the following methods which may be cumulative:
Most donor recognition will occur through letters of appreciation, press releases, mementos, and other items that commemorate a donation. The following forms of NPS recognition may be initiated at the discretion of the Park Superintendent subject to the wishes of the donor and in accordance with the donor levels established in Article II. Any type of off-site recognition not listed in this Plan must be agreed upon prior to utilizing by the signatories of this Plan in writing. Letters of Acknowledgement and Thank You Letters All donors who give directly to the Park, excluding donors who contribute to donation boxes, will receive a letter of appreciation acknowledging their donation from the Superintendent or Program Manager. The acknowledgement shall identify the type of donation, the donor, date of acceptance, reiterate any restrictions of the donation, the dollar amount, if cash or description for in-kind gifts. The Superintendent may send a thank you letter to both the donor and to the partners through which a donation came with the goal of ensuring that all contributors feel appreciated for their efforts. The letter will also list the NPS IRS Tax Exempt ID # 53-0197094 for the donor to cite in claiming a tax deduction for their gift. This letter will be provided as soon as possible but no later than 2 weeks after the date the donation is received. In addition, the Park will work with its philanthropic partners to determine when the Park Superintendent will also provide a thank you letter to a donor who has provided a donation to a park partner that will ultimately benefit the Park. Park Websites and Social Media The Park may include a page on its website to function as a virtual donor recognition board that acknowledges contributions and can tell donor stories about why they made a gift to the Park. The Park may post stories and other information on its website to celebrate and stimulate Park philanthropy. Park staff may generate and post social media content to recognize the contributions of donors as appropriate and tell a donor’s story, with their concurrence, to inspire others. Social media and Park web authors will consult with their Public Affairs Office and obtain the concurrence of Park leadership and donors as appropriate. Publicity Press releases to media - including newspapers, magazines, web, radio, television, articles in Park and NPS newsletters, and articles in the donor's media (e.g. corporate employee newsletter, magazine, annual report) - are a few of the ways that the Park and the donor may publicly recognize donors/sponsors/cause marketing efforts that benefit the Park. The Park will coordinate with donors prior to releasing publicity related information. Donor Appreciation Day Donors may receive recognition throughout the day with flyers, talks, photographs, or temporary exhibition presented as an expression of appreciation and recognition commensurate with the amount of the donation. In some cases, a gift may warrant on-site (in-park) recognition. The goal of on-site recognition is to tie the local accomplishment to the gift and to inspire others to support the Park. On-site recognition will not be distracting to Park visitors, detract from the visitor experience, nor imply commercial endorsement by the NPS. Where on-site recognition is determined appropriate, the following examples of in-park donor recognition may be authorized at the discretion of the Superintendent subject to the approval of the donor and in accordance with the donor levels established in Article II. Other forms of on-site recognition not described in this Plan must be agreed upon by the signatories of this Plan in writing and must comply with DO #21. Duration of donor recognition will be determined by the Superintendent if not specified in Article III.On-site Donor Recognition at Martin Luther King, Jr. National Historical Park: It may be fitting and appropriate that there be a designated location in the Park visitor center where donors are publicly recognized in a systematic manner. It is possible there will be multiple locations to be determined that will serve as both a tangible and visible record of philanthropic support for the Park, and an expression of NPS appreciation for such support. However, donor recognition must not compete for attention with or detract from the purpose for which the Park was created. Special Event
Events Media events, press announcements, photo opportunities, ribbon cuttings, or other recognition events, and other activities or forums in which donors are acknowledged or involved (e.g., annual meeting/convention of nonprofit organizations) may be used to provide high-profile donor recognition. The Park will follow guidance for holding special events featuring donor and partner recognition as found in NPS Management Policies 2006, Director’s Order #53 (Special Park Uses) and Director’s Order #21 (Donations and Philanthropic Support) Section 8.9.Special events will fall into two categories: non-NPS events allowed under a Park Special Use Permit and events wholly or partially sponsored by the NPS. In either case, the Superintendent may recognize donors and sponsors but may not allow recognition that suggests endorsement nor commercialization of the Park. The Superintendent may however recognize business sponsors by limited display of logos and name script on temporary event facilities such as tens, trailers, or fenced areas if authorized by the Park, and may include signs, banners, and literature at such special events. This is subject to Special Park Use regulations and policy, which state that any lettering or design identifying the sponsor "shall be no larger than one-third the size of the lettering or design identifying the special event." Events will not be "named" for sponsoring business entities or individuals, as in ''XYZ Corporation Heritage Festival." Event sponsors may not distribute product samples or give-aways that are intended to promote their product or product lines. Donor Appreciation Activities Donors who give $50,000 or more may be recognized through a special tour of the partnership projects or programs that were enabled through their donation. These tours may not disrupt Park operations or the visitor experience in any way. These may be conducted by Park staff, volunteers, subject matter experts, or partners as deemed appropriate by the Park superintendent. Interpretive and Educational Programs When interpretive, educational, or other Park programs or products were accomplished through philanthropy, the program leader or product may highlight how this philanthropic support played a role and recognize primary donors to the project or program. Park Publication Articles may be written in the Park newspaper, newsletter, or planner in order to highlight the contributions and recognize our donors and partners. Donor recognition on printed material may include name scripts and logos where appropriate. Audiovisual (AV) Material or Computerized/Electronic Displays Audiovisual material, computerized information kiosks, searchable directories, or other electronic displays will be developed and placed in the Atrium of the park’s visitor center to recognize the name(s) or donor(s). A script and/or logo may be used within a credit line placed within the electronic screen and on related/associated printed information but may not be displayed on the kiosk or on another external casing. In recognizing business/corporate donors, displays may not include advertising content. Exhibits and Waysides Traditional Park exhibits and waysides may include donor recognition. The donor’s name may be represented in the standard text and font used for that level of text within the wayside or exhibit - typically a similar size as a caption or photo credit. If the exhibit or wayside is intended to be a temporary installation (generally less than one year or the duration of the construction phase of a more permanent exhibit), the credit line within the exhibit or wayside may include the donor's logo or name script. Donor Plaques/Plates Donor recognition plaques may be placed at designated locations as recognition for donations and services rendered to the park. The Park may determine whether the plaques or plates will be placed at a significant project site, such as an exhibit inside a visitor center, major overlook, or primary outdoor exhibit area. Plaques or plates, if authorized, must be placed in discreet ways that do not interfere with the visitor experience. A classic bronze plaque or similar plaque/plate may be placed low along an overlook wall or similar site. These plaques may include content such as the project title, date, major donors to the project, and park partner name. Corporate logo or name scripts may not be included. Donor recognition plaques/plates will be placed outside of the Park’s visitor center.Plaques will not be affixed to the “historic fabric” of structures, on museum collections, or on park furnishings, trees, or other plantings, nor placed in natural or cultural zones where they would intrude on the character of the area. Donor Walls/Boards A donor board may be located within the Atrium of the Park’s visitor center where generous donors are publicly recognized in a systematic and ongoing manner. This will serve as both a tangible and visible record of philanthropic support for the Park and an expression of appreciation for such support that will likely motivate others to give. This wall/board may include: the donor’s name, the year, and when appropriate, the type of donation. Corporate name scripts, logos, or other marketing tools will not be used. Anonymity will be respected, and only those donors wishing to be recognized will be acknowledged. Donor Recognition Walls/Boards will be unobtrusive and designed to blend in with the setting and decor. It will remain in place for a term of five (5) years after which the Superintendent will conduct a review to determine whether it remains appropriate to leave in place. The Donor Recognition Wall/Board will be designated to thank all donors for a five (5) year period following the donation. Martin Luther King, Jr. National Historical Park holds the responsibility for maintenance of this Donor Recognition Wall/Board at the discretion of the Park Superintendent. Fixtures and Furnishings Donor recognition may include a time-limited display of recognition attached to or engraved on Park furnishings or fixtures (e.g. benches). It is important to be able to ensure these forms of recognition are appropriate, sustainable, cost effective, and do not detract from the integrity of the Park resource or visitor experience. These forms of recognition may be deemed appropriate at a visitor center area or another developed area in the Park but not spread throughout the Park. The Park will reach an agreement with the donor or philanthropic partner as to the length of time that an engraved fixture or furnishing will remain in place prior to accepting the donation so that expectations are clear. This timeframe is generally for the lifespan of the fixture. The Park and donor or philanthropic partner will agree in advance who will pay for any damages to a fixture or furnishing or if it will be removed if damaged or vandalized. Planting of Vegetation Planting of trees and other vegetation with donor funds is appropriate, but recognition will not be displayed directly on the plantings. See Donor Plaques/Plates (above) for language about placement of plaques near a planting site and Article II for levels of donations that warrant on-site recognition. Positions, Programs, and Endowments NPS (educational, interpretive, research, recreational, youth, or other) long-term positions, programs, and endowments may be named to recognize a gift made to support a long-term program or position. (See Director’s Order #21 Sections 4.2 and 8.6). The Director must approve specific naming opportunities before an offer can be made to a potential donor. Any naming must comply with all statutory, and regulatory requirements. In addition, hiring individuals for endowed, named positions must follow all applicable employment laws and procedures. When the Superintendent and donor are in agreement that a naming should be proposed, The Superintendent will submit and letter to the Director, through the regional office, requesting consideration. The letter should include the rationale for naming as well as the length of time this naming is proposed to remain. This guidance does not apply to programs occurring outside of the Park managed exclusively by the Park’s philanthropic partners. These will be addressed on a case-by-case basis. Equipment, Vehicles and Other Assets Equipment, vehicles, and other assets (such as bicycles, watercraft, equipment trailers, and mobile information trailers) purchased with donor funds or provided as a direct donation of property may include an unobtrusive credit line using the donor’s name but not name script or logo. If the equipment includes a graphic wrap - the donor recognition should still be an unobtrusive credit line within that wrap, such as a text-only line that states, “Donated by _____.” Temporary Items and Signage Temporary donor recognition may be allowed on NPS printed materials and other items that are not intended to stay in the Park (e.g., brochures, newsletters, posters, table cards, cards, banners, and certain temporary signage). NPS temporary signage could include temporary construction signs placed on the fence at a construction site in the Park, temporary or portable exhibits, and temporary project displays. Donor name script or logo of partners, corporate partners, and lead donors may be included as part of temporary donor recognition provided it is embedded in a short, unobtrusive donor credit line at the end of the material or in an appropriate location on the signage. It is important to avoid any appearance or public perception of commercialization or product endorsement that would impair the park visitor experience (36 CFR 5.1). Impact on Natural and Cultural Landscapes or Historic Fabric:
NPS Photo Martin Luther King, Jr. National Historical Park accepts donations. Through the generosity of public support we can further enhance park programs which include the changing exhibition program for the D.R.E.A.M Gallery, our community outreach programs, ranger guided programs, educational programs, and the maintenance of historically significant structures we operate and manage. Donations may be made by check or money order, payable to "National Park Service" and mailed to: Visitors can also contribute directly to the park by using the donation boxes located inside of the Visitor Center and Fire Station No. 6. |
Last updated: November 4, 2022