Product Critique: H. Lee Moffitt Cancer Center

July 15th, 2009

As donor recognition consultants, we emphasize the importance of an on-going, changeable display format to keep the viewing audience interested and excited, both in the present and during future visits. I recently came across an article about the new donor recognition display at the H. Lee Moffitt Cancer Center in Tampa, Florida . At Moffitt, the Pittsburgh-based design firm, ThoughtForm, chose a more static interpretation of the theme, “One person can make a difference.”

The calibrated translucence of the glass is a great effect for a focal point in a display, a philanthropy center or possibly even for a capital campaign, but they would be very heavy, laborious and expensive to replace or update over time, when used as the sole material in a destination, as used here. This design selection leaves little room for anyone in the facility to make any sort of change-out themselves.

We suggest that the glass elements be used as a feature that ties into architectural features of the facility as illustrated in the glasswork shown at the Medical Center of Central Georgia.

Glass Element

Incorporate changeable/interchangeable areas to keep the messages current – messages that can speak to the times and entice the viewers, potential donors, to give and/or continue to give. If appropriate, include ways for the fundraiser to make future updates independently. This may include electronic or paper graphics as shown at Floyd Healthcare located in Rome, GA.


The thoughful installation makes a bold and attractive statement and speaks to the theme. Yet, with a little more planning and better material selections to meet future philanthropic changes for the cancer center, as well as to encourage the public’s reaction/interaction with the content over time, the outcome could have been even more successful!

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