Back in May, National Park Service Director Jonathan B. Jarvis and I discussed proposed updates to Director’s Order 21, the regulations that guide philanthropic support of national parks.
Per National Park Service protocol, there was a comment period after the proposed updates were shared, providing the public with the opportunity to review and respond. Park enthusiasts from across the country, including individuals, Friends Groups and other partner organizations shared their feedback.
After months of reviewing the comments, the National Park Service has updated the regulations, taking into consideration all of the feedback received. You can read the National Park Service’s press release about the updates here. You may also want to check out this article addressing the historical context of philanthropic support of national parks and how that legacy is carried on today.
In an effort to clarify what these updates are and what they mean for our national parks and park community, I asked Director Jarvis to once again join me for a conversation.
WILL SHAFROTH: Before we jump into the updates, it’s important to explain the need for private support. Why do America’s national parks need private support from individuals, foundations, and corporations if taxpayer money already goes to parks?
JONATHAN JARVIS: From their very beginnings, national parks have benefited from private support. In 1907 Mr. and Mrs. William Kent donated what became Muir Woods National Monument, California. Later, John D. Rockefeller, Jr. and his son Laurance S. Rockefeller gave millions for land and roads to enlarge and improve Acadia, Grand Teton, Great Smoky Mountains, Virgin Islands, and Yosemite National Parks to name a few. Just this month, U.S. Secretary of the Interior Sally Jewell and Wyoming Governor Matt Mead announced the purchase and permanent protection of a 640-acre tract of land located within Grand Teton National Park made possible through a public-private partnership involving the Department of the Interior, Grand Teton National Park Foundation and your organization, the National Park Foundation. The $46 million purchase price was split equally between the Department of the Interior and the non-federal partners.
Many of the earliest national parks, including Glacier and Grand Canyon, were the direct beneficiaries of the transcontinental railroad companies, which helped design, build, and provide much needed visitor services in the parks.
This tradition of generous, committed philanthropy continues today and is critical to the success and longevity of our national parks.
Private philanthropy has always been and will continue to be a critical part of ensuring the preservation and enhancement of the National Park System.
SHAFROTH: What are the updates to the regulations?
JARVIS: There are seven main updates:
1. Simplifying the agreement process with philanthropic partners.
2. Streamlining internal business practices.
3. Recognizing the importance of all types of philanthropy including in-kind donations and volunteerism.
4. Broadening the scope of philanthropic giving through electronic donations, mobile giving, and individual and planned giving.
5. Providing clearer guidance on donor recognition.
6. Updating guidance for sharing intellectual property and the use of NPS marks and logos.
7. Maintaining the integrity and impartiality of the National Park Service in all facets of its philanthropic efforts.
For a complete list of updates, please visit the National Park Service’s website.
SHAFROTH: Why were updates necessary?
JARVIS: Philanthropy is changing in the digital age and the updates bring the long history of philanthropic support for America’s national parks into the 21st century. The updates provide the framework and flexibility to work with a diverse range of philanthropic partners, including individuals, start-up organizations, and long-established partners with years of demonstrated success in supporting national parks.
While we’re not going to allow naming or product endorsement or any of that, there can be positive association with the National Park Service and the National Park Foundation, and that’s okay as long as it’s done tastefully and appropriately. The updates outline what we can and cannot do.
SHAFROTH: Does corporate philanthropy threaten the integrity of national parks?
JARVIS: No. Corporate partners are vetted through a strict, comprehensive process to align objectives and benefits to parks and programs. We also check for issues that would prevent us from accepting a donation from a corporate entity including, but not limited to, litigation, negative business practices, and conflicts of interest arising from existing or in-progress contractual relationships with the National Park Service.
SHAFROTH: Are you worried about commercialization of the national parks?
JARVIS: No. The updates, as well as the donor recognition legislation, contain protections against this. In addition, we’ve consistently found that the companies we are working with are not interested in being a part of commercialization of the national parks.
SHAFROTH: What are the rules and guidelines for recognizing someone or a company that contributes to the National Park System?
JARVIS: Donor recognition is offered as a package to individual and corporate donors when the donation is being negotiated. The donor is not obligated to take any or all of the donor recognition rights and benefits. Sometimes, a donor does not want any recognition. There are laws, regulations, and policies that govern donor recognition.
For a list of the policies that govern donor recognition, please visit the National Park Service’s website.
SHAFROTH: Earlier this year, a few news outlets said that the updates could make it possible for parks to be re-named or have “brought to you by…” tagged on to its name. Is that true?
JARVIS: Absolutely not. Such acts would violate both the law and policy, both of which prohibit naming of parks or features and donor recognition that implies endorsement of a business or brand.
SHAFROTH: Will we see park facilities named for donors?
JARVIS: Absolutely not. Naming rights to any unit of the National Park System or a National Park System facility, including a visitor center or historic structure, are prohibited. You will not see the type of corporate naming like there is at stadiums. Similar to universities, museums, and hospitals, rooms inside facilities like a gallery or meeting space may be temporarily named to thank a donor specifically for supporting the renovation or construction of the building. It’s important to remember that these renovations enhance the visitor experience. But even still, the Director of the National Park Service must authorize any of these naming opportunities before discussing them with a potential donor. As I mentioned earlier, the National Park Service is committed to ensuring that this is done tastefully and appropriately.
SHAFROTH: Will we see vehicle wrap designs that display advertising slogans?
JARVIS: You may see vehicles wrapped with decorative material with park-inspired designs. You may see a vehicle with a short, unobtrusive credit line including a donor’s name, but only when the donation relates to the actual vehicle. Unlike public transportation like subways and buses, you will not see vehicles with advertising slogans.
SHAFROTH: Will we see logos displayed in parks?
JARVIS: First and foremost, I want to clear up any confusion there is about logos. Logos will not be permitted on donor boards and walls, paving stones, park furnishings or other ways donors are often recognized.
The only new aspect to the updates would be that logos could be part of a short, discrete credit line on temporary materials and audiovisual products. This credit line would follow strict design guidelines. For example, the Find Your Park/Encuentra Tu Parque tabletop tent card currently displayed in parks are acceptable. These are part of the donor recognition offered to the National Park Foundation’s partners for the Find Your Park/Encuentra Tu Parque movement.
Find Your Park/Encuentra Tu Parque tabletop tent card
Another example of how a logo or a person’s name could be used is “This exhibit was made possible through the generous donation of X donor.” A short credit line like that could be used on digital media, printed materials, temporary signage, or other temporary items. Logos at special events will have to follow very strict guidelines, which are outlined in a separate Director’s Order, #53.
The proposed revisions would have also allowed small logos of philanthropic partners to be placed in exhibits and waysides. However, based on feedback collected during the comment period, that provision has been removed.
SHAFROTH: Does the updated policy make it mandatory for National Park Service staff to raise money?
JARVIS: No. To clarify, park employees have always had the authority to support their partners, including the National Park Foundation and local Friends Groups, by attending partner fundraising events as subject matter experts. However, they may not solicit donations.
Superintendents already have the authority to accept donations, they just can’t solicit. Under the updates, the only change is that they may be delegated the authority to accept larger donations, if and when they complete a required training and certification program.
It is very important to note that, as private support for the parks isn't a new concept, philanthropic partnerships aren’t new for superintendents and park staff. These partnerships are a fundamental way for parks to achieve more than fundraising goals. Partners provide volunteer support and vital in-kind services, equipment, and specialized skills.
SHAFROTH: How will the role of the National Park Foundation and the more than 200 Friends Groups across the country be impacted by the updates?
JARVIS: The changes will streamline certain processes, move more authority to the field, and generally make the National Park Service a more effective partner. They will also allow our superintendents who don’t have local partners to accept donations and create an environment for them to develop new partners.
SHAFROTH: Will product placement be allowed?
JARVIS: No, it is not allowed. Distribution of free products or samples to park visitors is not permitted at non-NPS events. During NPS events, donations for NPS programs could be recognized with a credit line or statement of appreciation on program materials distributed at the event to which a donation was made. Examples include a “Thank you” on t-shirts, key chains, water bottles, hats, or first aid kits.
SHAFROTH: Can a donor own and operate a park facility?
JARVIS: No. A donor may not own and operate a park facility. Creating new facilities goes through a rigorous review process and the requirements are very strict to ensure that federal requirements are met and park resources are protected. A donor or partner may assist the National Park Service in this process. Park facilities constructed by partners become the property of the National Park Service.
SHAFROTH: Thank you, Jon.
My hope is that this conversation will help you better understand the updates to Director’s Order 21.
Philanthropic partnerships, in accordance with these regulations, are win-win-win scenarios.
Winning for you as a park enthusiast.
Winning for the wildlife, artifacts, and important history that are found in these treasured places.
And winning for the individuals, foundations, and corporations who want to ensure that their generous support is benefiting the National Park System in the ways it needs it most.
Philanthropic partners are uniquely positioned to leverage major resources to improve parks and ensure they’re not just protected, but provided for well into the future. Thoughtful giving is more than a source of funding for America’s national parks; it is a cornerstone of their origins and key to their next 100 years.
Once again, I am reminded how grateful I am to be part of such a passionate community that is dedicated to ensuring that the integrity of our national parks is respected and protected for our children, our grandchildren, and beyond.
Through our shared commitment to protect and strengthen these national treasures, they will thrive today, tomorrow, and into perpetuity.