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Donor Recognition Plan

The 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 Donor Recognition Plan (Plan) defines the criteria and procedures for thanking donors and describes the form and duration of recognition for different types and levels of donations. The Plan will help guide park staff, donors, and philanthropic partners to understand the methods and levels of recognition Martin Luther King, Jr. National Historical Park (Park) can give within the framework of NPS and Departmental ethics regulations.

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 AWhen 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).

Martin Luther King, Jr. National Historical Park

On October 10, 1980, Congress established Martin Luther King, Jr. National Historic Site and the Martin Luther King, Jr. Preservation District in Atlanta, Georgia, to protect and interpret for the benefit, inspiration, and education of present and future generations, the places where Martin Luther King, Jr. was born, where he lived, worked, worshiped, and is buried (Public Law 12 96-428).  Legislation passed in 2018 (Public Law 115-108), included a change in designation to a “national historical park,” and a revision to the park map to include the Prince Hall Masonic Building within the authorized boundary. The Park consists of 38.38 acres, 13.08 of which are federally owned.  Portions of the Park are also part of a national historic landmark district. Approximately 700,000 to more than one million national and international visitors come to the Park annually to learn about the life experiences and the significance of one of the most influential men of the 20th century.

The Park manages, by ownership or agreements, 331 historic structures, most of which were built between 1890 and 1910. Resources of the park include:

  •  The Martin Luther King, Jr. Birth Home at 501 Auburn Avenue. The home where Martin 34 Luther King, Jr. was born on January 15, 1929, to Reverend Martin Luther King, Sr., and Mrs. Alberta Christine Williams King. Dr. King lived here until age 12 with his sister Willie Christine and his brother Alfred Daniel (“A.D.”). The National Park Service owns the Birth Home.

 

  • The King Family Home at 234 Sunset Avenue. The home where Dr. Martin Luther King, Jr. and Mrs. Coretta Scott King lived with their children during the 1960s and Dr. King’s 41 family continued to live after his death. The National Park Service owns the King Family 42 Home.

 

  • Historic Ebenezer Baptist Church. Dr. King’s spiritual home and the church where he preached his first sermon at the age of 17 and co-pastored with his father from 1960 to 1968. The National Park Service does not own the historic church, but it manages, maintains, and interprets the property with a lease agreement with Ebenezer Baptist Church.

 

  • The Prince Hall Masonic Building is the first headquarters of the Southern Christian Leadership Conference for which Martin Luther King, Jr. was the founding president.  The National Park Service does not own the building but has an agreement with the Masonic 2 Lodge for interpretation of the space.

 

  • The Martin Luther King, Jr. Center for Nonviolent Social Change (The King Center). This organization is currently managed by the children of Dr. King and Mrs. Coretta Scott King to promote the life and legacy of Martin Luther King, Jr.  It is also the final resting place for Dr. King and Mrs. Coretta Scott King.

 

  • The Martin Luther King, Jr. Birth Home Block. This includes portions of the historically African American Sweet Auburn residential community, which was, by law, a racially segregated community during Dr. King’s childhood. The Park owns many of these residences.

 

  • Historic Fire Station No. 6. White firefighters operated here within the predominantly African American Sweet Auburn community; it was one of the first racially integrated fire stations in Atlanta. The National Park Service does not own the fire station, but it manages, maintains, and interprets the property with a lease agreement with the City of Atlanta.


The Martin Luther King, Jr. Preservation District surrounds the Park and encompasses Dr. King’s broader childhood environment. The area includes 230 historic structures in both commercial and residential portions of the Sweet Auburn and Old Fourth Ward neighborhoods. While private entities own the land and structures within the preservation district, the National Park Service assists the owners of historic structures to preserve and interpret their properties.

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:

  • three (3) Park entrance signs with a digital component that informs visitors about park events and programs;
     
  • the painting of properties on the Birth Home Block which is preserved to ensure that the neighborhood looks the way it did when Dr. King was a young boy;
     
  • the establishment Interpretive Media Center within a vacant structure (491 Auburn Avenue) for Park Rangers to develop and conduct virtual programs with a variety of organizations and virtual visitors;
     
  • security lighting projects to protect park facilities, employees, and visitors;
     
  • a collection Management facility to house over 500 iconic artifacts and;
     
  • interpretive and education exhibitions and programs that commemorate historic moments in support of Dr. Martin Luther King, Jr. and the Civil Rights Movement.


At some points during its existence, the Park has benefitted from philanthropic contributions tremendously helped with the project involving the restoration of Historic Ebenezer Baptist Church (Heritage Sanctuary), the acquisitions of the King Family home, artifacts and other historical properties and the enhanced lighting throughout the park’s campus.  Completing these projects successfully was made possible with generous philanthropic contributions.

The Martin Luther King, Jr. National Historical Park has received offers of donations and desires to accept donations and appropriately recognize donors for their support of the park’s mission.  This Donor Recognition Plan is consistent with DO# 21.  As partnerships continue to flourish and grow, this Plan may be used and adopted by our partner organizations.  These guidelines balance the need to express appropriate and equitable acknowledgement of donors with the need to protect the values and purposes of the NPS. The purpose of this Plan is to provide criteria for the important role philanthropic partners can take part in helping the National Park Service accomplish work essential to its mission.  This Plan will be reviewed each year and updated as necessary by the Superintendent.

Donors may be recognized by the following levels, and recognition may include the following methods which may be cumulative:
 

Form of Donor Recognition    

 


Thank You Letter from Superintendent or Program Manager

$500


Official Park Press Release and Recognition During On-Site Events

$5,000


Recognition on a Donor Recognition Board for Five Years (electronic and/ or traditional)

$25,000 - $30,000


Donor Appreciation Activities (described below)

$50,000


Recognition on Park Website or Park Publication

$100,000


Recognition for Donations of Equipment, Vehicles, Other Non-Facility Assets with an estimated value of $250,000

publish donation on park web site.

 

On-Site Recognition in
Martin Luther King, Jr. National Historical Park

 


Recognition through a Donor Plaque/Plate

  • Time limited attached or engraved to fixtures or furnishings

$250,000 and above


Donor Appreciation Day

Case by case basis commensurate with the amount of the gift

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
A “Donor’s Recognition program to be given annually or as determined by park superintendent.

 

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:
On-site recognition will not intrude on the character of the Park by detracting from its natural and cultural landscapes.  Donor recognition must not be affixed to the interior or exterior historic fabric of structures or museum collections for any period of time.

Naming of Resources: The naming of natural, cultural, or recreational resources will not be used to recognize donations.

Permanent Naming of NPS Facilities: The Park is prohibited from permanently recognizing or identifying donors or Park partners for monetary contributions or other donations on any Park facility or asset. The temporary naming of rooms and interior spaces in NPS facilities might be permitted by the Director to recognize donations for the renovation of that facility or construction of a new facility.  Acknowledgement of donations on other types of assets such as benches and viewing platforms is limited to the means outlined in previous sections of this Plan.

Special Considerations: Donors will not receive special treatment or consideration under any law, regulation, or policy.  This includes preferential treatment on any applications for Special Use Permits, and the prohibitions and limitations on in-Park advertising including distribution of product samples. This does not preclude donors and partners from working together on events, programs and special use permits related to programs and projects identified in their Partnership Agreement and Annual Work Plan.

Endorsement: Federal employees are prohibited by law from using or permitting the use of their position, title, or authority to endorse any service, product, or enterprise. Therefore, donor recognition cannot state or imply Department of the Interior, NPS, Park, or government employee endorsement of any business, brand, product, or service.  Also, NPS employees may not appear in any corporate advertising.  These prohibitions do not prevent the Park from acknowledging the assistance provided by a donor and how that assistance has benefited the Park.  Park staff may be photographed in uniform accepting a donation.  Any distribution of those photos in print or electronic media should be reviewed by NPS (per the agreement with the donor/partner) in order to ensure that the intention is not marketing or endorsement but rather to announce the acceptance of the donation.

Use of the NPS Arrowhead or Images of NPS Staff in Uniform by the Donor
The use of the NPS Arrowhead is strictly regulated by federal law, regulation, and NPS policy.   Park staff and philanthropic partners will follow policy specified in 36 CFR 11 and NPS Director's Orders #52D.  Partners should consult with the key official identified in their Partnership Agreement to determine if use of the arrowhead or image of NPS staff in uniform is appropriate.  An NPS staff may be photographed in uniform accepting the donation and this photograph could be used to announce the donation or thank the donor; however, this image could not be linked to a statement of endorsement or used in connection with any marketing or advertising.

Recognition for Corporate Partnerships
The Park will follow the requirements pertaining to acceptance and recognition of corporate donations found in Section 8.8 of Director’s Order #21. Corporate donors may receive recognition on the same basis as other donors, if the recognition does not suggest official endorsement or could be perceived by the public as in-Park advertisement. Additionally, the use of name scripts or logos for corporations or organizations are prohibited except as part of a credit line (and only as part of a credit line) on printed materials, temporary signage, other temporary items, and limited forms of digital media.


/s/ Judy Forte                                                                                Date: Digitally Signed May 10, 2022
Superintendent
Martin Luther King, Jr. National Historical Park



/s/ Christopher Abbett                                                                   Date: Digitally Signed May 27, 2022
on behalf of Acting Regional Director Lance Hatten
Interior Region 2


***Hardcopy Available***

 
Visitor Center
Martin Luther King, Jr. Visitor Center.

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:
National Park Service
Martin Luther King, Jr. NHP
Superintendent
450 Auburn Avenue, NE
Atlanta, GA 30312

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

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Mailing Address:

450 Auburn Avenue, NE
Atlanta, GA 30312

Phone:

404 331-5190 x5046

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