Description
Book SynopsisIn 2007 the sale of naming rights brought an estimated $4 billion in revenue to the nonprofit sector
What slice of the pie did your organization enjoy?
From transformational gifts to naming traditions to pricing strategies for capital campaigns, Naming Rights offers you a vivid collection of contemporary information that your organization can use today.
Can your development team quickly pull together an accurate benchmark report?
Learn how to benchmark and compete with peer organizations for buildings, spaces, and named endowments. Setting the ask amounts for your naming opportunities is critical to closing the deal.
Are you ready?
Selling naming rights helps to boost brand name recognition in fundraising campaigns. Learn what''s going on with naming rights in higher education, health care, arts and culture organizations, and a wide range of other nonprofits. Twenty-year research expert Terry Burton fills thi
Trade Review"This book examines the emerging trends around naming rights and how nonprofits can tap into those changes." (
CausePlanet.org; 12/08)
"Wow, what an interesting book! It has all the makings of a Hollywood movie; famous people, big corporations, legendary universities, money, and philanthropy. Naming Rights is an introductory book about getting your, or your corporation's name on a bench, building, campus, golf event, stadium, in exchange for a fee. I would recommend this book to students who are studying non-profit corporations or philanthropy, to those interested in the field of naming rights, and to anyone who has eclectic reading tastes." (Graziadio Business Report; 1/09)
Table of ContentsAbout the Author xi
Introduction xiii
1. Escalating Price Tags For High-Profile Properties 1
High-Profile Naming Opportunities in the Nonprofit Sector 2
Named Schools of Business 2
Health Care and Escalating Naming Gifts 14
$100 Million Naming Rights: Entitlement or Need? 19
Trend in Named Gifts to Universities 19
Private Sector: Escalating Price Tags 24
Baseball Stadium Naming Rights 25
Football Stadium Naming Rights 30
Basketball Arena Naming Rights 35
Hockey Arena Naming Rights 35
Golf Tournament Sponsorships 43
The British are Coming! The British are Coming! 44
2. Naming Traditions, Then and Now 49
Big Rocks Tossed into a Small Pond 52
Theory of the Capital Campaign Multiplier Effect 52
"Named in Honor of..." —A Tradition Fading Fast 54
Three Types of Naming Rights 56
Naming Rights for a Legacy Gift 57
Changing Traditions 60
A Sign of the Times 67
Today's Wealthy Americans and Named Properties 68
Naming Rights for a Long-Term Corporate Partner 69
3. Impact of the Internet on Naming Rights 75
Leveling the Playing Field 75
Internet Trends for Nonprofit Web Sites 77
Advanced Donor Relations Strategy 78
Naming Rights in the Campaign Web Site 80
Shopping List Approach 81
Descriptive Text Approach 83
Naming Rights Policy Statements 84
Implementing Advanced Donor Relations Tactics 85
Legacy Gift Naming Rights 87
Internet and Corporate Naming Rights with Nonprofits 88
Online Search Tips for Tracking Naming Rights 90
4. Legacy Gifts in a Nanosecond Society 97
Into the Digital Looking Glass 99
Electronic Compression of Naming Rights 100
Naming Rights Ripple Forward in Time 102
Billion-Dollar Campaign Legacy Gift Opportunities 103
Examples from the University of Pittsburgh 2008 Naming Opportunities 103
5. Naming Rights and Endowment Gifts 109
Crunch the Numbers, Enjoy the Cash Flow 111
The History of the Endowed Chair 114
An Endowed Chair is a Valuable Property 116
Emerging Trends in Endowed Chairs 118
Diversification of the Endowed Chair as a Naming Rights Commodity 119
Differentiation of the Endowed Chair in Higher Education 120
6. Manager’s Toolbox for Naming Rights 125
Using the Manager's Toolbox for Naming Rights 126
Working through the Naming Rights Checklist 127
Historic Named Gift Survey 127
Review Donor Relations/Stewardship Policies 131
Develop a list of Naming Opportunities 134
Naming Policy Statement 139
Institutionalize Naming Rights Policies 152
Getting It Done 153
Research the Market, Create Benchmarks 154
Naming Rights Agreement 156
Review and/or Develop Web Site Strategy 158
Demographics 161
Pricing Strategies 162
Celebrate Leadership Named Gifts 168
Stewardship 169
Going Another Mile 170
7. Corporate Naming Rights with Strings Attached 173
Benefits of Corporate Sponsorship 175
Getting to Yes with a Corporate Partner 176
Three Tiers of Corporate Naming Rights 177
Managing the Naming Rights Properties 178
A New York Naming Bonanza 180
Marketplace Defines Dollar Values 182
Length of Term Depends on the Property 183
Bundling the Naming Rights for Corporate Partners 184
8. Where to Next for Naming Rights? 187
Growth Potential for Naming Rights 188
Appendix 191
Index 223
