Recently, there has been much media attention on WE Charity and allegations they practiced "plaque switching." It is claimed that they would put a plaque up naming a location for a particular donor and then, the next week, put up a different plaque naming a location for a different donor..

So when and how is it ok to change the name of an existing program or location?

Obsolete program or building

There may be a situation where that particular activity by a charity is no longer relevant. For example, I once had an endowment fund for a particular program. Technology had meant the program was no longer possible. So I went to the donor's daughter and we developed alternatives that fit with her father's vision. Similarly, a building or part of a building may become so run down the organization needs to tear it down.

In these cases, it is wise to connect with the donor, or their family or relevant successors, for advice on honouring the spirit of the gift. This may include developing a new way to recognize the donor's gift.

Donor in disrepute

There may be a situation where a donor has been discovered to be a bad actor. For example, Jeffrey Epstein, was noted for making gifts to charity. It may be the case that information comes to light after the charity has accepted the gift and named something for the now disgraced donor. In that case, the charity may wish to remove the name of the donor to protect the good name of the charity.

Incomplete pledge

There may be a situation where a charity agrees to name something when a donor makes a gift. Many major gifts are pledges paid over time. In  the event that the donor doesn't finish their pledge, the charity may choose to remove the name.

Donor agreements save time in the long run

All of these problems are helped immensely by a well crafted donor agreement. A donor agreement might have time limits on the duration of the naming. It can provide guidance for what to do if the original purpose of the gift can no longer be met. It also should have conditions for when a charity, or a donor, can revoke naming. In addition, a well crafted donor agreement will include a payment schedule if the gift is a pledge and specify what happens if the donation is not completed.

Ann Rosenfield is a working fundraiser. She has had more than one sticky situation with a donor, usually when the terms of the gift are out of date.

Cover photo by Liam Shaw on Unsplash