The art and science of donor walls.

In a world of rapid and constant change, it's nice to know that some things in fund raising will probably never change. Donor recognition has always been, and will always be, the backbone of a successful fund-raising program. Donors must be thanked for their generosity, no matter what the size of the gift.

Thanking donors, in an appropriate manner, can be a challenge. When a significant contribution is received, one that makes an impact on your organization, how do you show your sincere appreciation to the donor, and at the same time herald the gift to the community? The solution for many organizations is the donor wall.

What is a Donor Wall?

"A donor wall is a medium that allows an organization to recognize those people who have made contributions for a particular purpose," explained Richard Baum, President of W & E Baum, a full-service recognition company in Brooklyn, NY. "In some cases it's a capital campaign where they are recognizing people who gave money to help build or expand a facility. Another type of wall is for annual recognition. A donor makes a thousand dollar contribution a year to be part of an annual recognition club. Every time you make a contribution or renew it, your name stays on this wall. It's an ongoing way of bringing in funds to an organization. There are other walls, Trees of Life, for example, that are used to recognize small donations, memorials or happy occasions."

What is the Purpose of a Donor Wall?

John Ferree, President of the Scottsdale Healthcare Foundation in Scottsdale, Arizona, has developed numerous donor recognition displays and believes that they serve several purposes: "The donor wall should be for three primary reasons: 1. To give recognition to those who have been most generous to us. 2. It's an encouragement to others who see the names of people they know, friends or peers, and encourages them to give. 3. A simple reminder to everyone who sees those walls that we are a non-profit and we are supported by philanthropic gifts."

Recognition can also be a major boost to the ego of donors, according to Steve Wells, President of Metal Decor of Springfield, Illinois. "Recognition is such an important part of any fund-raising campaign because first of all people have egos. In our business basically what you're selling is ego. And although a lot of people won't admit that, there's not a better feeling than to walk into a university or hospital and see your name on a wall, knowing that you gave $50,000, or $100,000 or $100 to a particular institution. To people who say they don't want their name up on a wall, my answer has always been, I understand you don't necessary want the institution to spend the money to recognize you, but how many people out there in the community may know you and if your name is not up there it may never strike a chord with them. However, if they see that Bill Harrison donated $5,000 to the St. John's Hospital Foundation, then they may say, if Bill Harrison thinks it's a good cause, then maybe I should make a donation. That's certainly another reason to recognize your donors, not just for them, but for those who know them and for the recognition it may bring them in their community.