A donor wall is a way of acknowledging gifts made to a nonprofit or an educational institution in honor of a special campaign, capital project or event. It can be a decorative, free-standing structure or made part of an existing wall. The wall lists the people and entities that have donated to a specific cause, typically in categories that relate to the size of the donation. In actuality, a donor wall is simply a giant awards plaque that is designed to be impressive enough to serve as an enticement to donors who value the idea of their gifts being memorialized.
Donor cultivation is a critical part of the fund-raising activities of nonprofits. Charitable organizations are not usually allowed to engage in activities that generate profits, so gifts from individuals and entities typically make up the bulk of a nonprofit's operating budget. The relationships established with those having an interest in an organization's mission are as important as a new product would be to a for-profit corporation. It is in a nonprofit's best interest to do everything possible to establish new relationships, keep the relationships that exist and deepen relationships when opportunities arise.
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Part of cultivating relationships is thanking people when they do something to benefit the organization. Whether it is a donation of time or money, it makes good business sense to thank the donor in a way that makes him feel appreciated. Methods of saying thank you can include personal regards, written letters, published acknowledgments and recognition ceremonies. Typically, the type of thank-you extended by a nonprofit is somewhat proportional to the size of the gift.
Fund-raisers are always looking for new and better ways to thank the donors who make the largest gifts. The development of the donor wall was a response to the need for a visually impressive acknowledgment and enticement to donors who valued public recognition. Donor walls are typically large, permanent displays, featuring an architectural design that calls attention to the wall. It often uses expensive construction materials, such as marble and gold plating, to distinguish the donor wall from the regular walls. Donor names are individually inscribed on it, with the underlying promise that those names will remain on display as a legacy to the donors into the future.
This type of acknowledgment vehicle is a significant investment for a nonprofit organization. It is not usually implemented for ordinary fund-raising. A donor wall is typically reserved for an extraordinary fund-raising campaign, such as a drive to raise capital funds to build a new structure or to establish an endowment or special scholarship fund. Organizations use placement on the wall as a means to entice donors to make larger donations. In situations where donors value recognition as a patron of a particular nonprofit, jockeying for the few positions at the top of the wall can result in major gifts.