{"product_id":"naming-rights-9780470230633","title":"Naming Rights","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eIn 2007 the sale of naming rights brought an estimated $4 billion in revenue to the nonprofit sector\u003cbr\u003e \u003cbr\u003e What slice of the pie did your organization enjoy?\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Can your development team quickly pull together an accurate benchmark report?\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Are you ready?\u003cbr\u003e \u003cbr\u003e 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"This book examines the emerging trends around naming rights and how nonprofits can tap into those changes.\" (\u003ci\u003eCausePlanet.org\u003c\/i\u003e; 12\/08)  \u003cp\u003e\"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.\" (\u003ci\u003eGraziadio Business Report\u003c\/i\u003e; 1\/09)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAbout the Author xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Escalating Price Tags For High-Profile Properties 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHigh-Profile Naming Opportunities in the Nonprofit Sector 2\u003c\/p\u003e \u003cp\u003eNamed Schools of Business 2\u003c\/p\u003e \u003cp\u003eHealth Care and Escalating Naming Gifts 14\u003c\/p\u003e \u003cp\u003e$100 Million Naming Rights: Entitlement or Need? 19\u003c\/p\u003e \u003cp\u003eTrend in Named Gifts to Universities 19\u003c\/p\u003e \u003cp\u003ePrivate Sector: Escalating Price Tags 24\u003c\/p\u003e \u003cp\u003eBaseball Stadium Naming Rights 25\u003c\/p\u003e \u003cp\u003eFootball Stadium Naming Rights 30\u003c\/p\u003e \u003cp\u003eBasketball Arena Naming Rights 35\u003c\/p\u003e \u003cp\u003eHockey Arena Naming Rights 35\u003c\/p\u003e \u003cp\u003eGolf Tournament Sponsorships 43\u003c\/p\u003e \u003cp\u003eThe British are Coming! The British are Coming! 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Naming Traditions, Then and Now 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBig Rocks Tossed into a Small Pond 52\u003c\/p\u003e \u003cp\u003eTheory of the Capital Campaign Multiplier Effect 52\u003c\/p\u003e \u003cp\u003e\"Named in Honor of...\" —A Tradition Fading Fast 54\u003c\/p\u003e \u003cp\u003eThree Types of Naming Rights 56\u003c\/p\u003e \u003cp\u003eNaming Rights for a Legacy Gift 57\u003c\/p\u003e \u003cp\u003eChanging Traditions 60\u003c\/p\u003e \u003cp\u003eA Sign of the Times 67\u003c\/p\u003e \u003cp\u003eToday's Wealthy Americans and Named Properties 68\u003c\/p\u003e \u003cp\u003eNaming Rights for a Long-Term Corporate Partner 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Impact of the Internet on Naming Rights 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLeveling the Playing Field 75\u003c\/p\u003e \u003cp\u003eInternet Trends for Nonprofit Web Sites 77\u003c\/p\u003e \u003cp\u003eAdvanced Donor Relations Strategy 78\u003c\/p\u003e \u003cp\u003eNaming Rights in the Campaign Web Site 80\u003c\/p\u003e \u003cp\u003eShopping List Approach 81\u003c\/p\u003e \u003cp\u003eDescriptive Text Approach 83\u003c\/p\u003e \u003cp\u003eNaming Rights Policy Statements 84\u003c\/p\u003e \u003cp\u003eImplementing Advanced Donor Relations Tactics 85\u003c\/p\u003e \u003cp\u003eLegacy Gift Naming Rights 87\u003c\/p\u003e \u003cp\u003eInternet and Corporate Naming Rights with Nonprofits 88\u003c\/p\u003e \u003cp\u003eOnline Search Tips for Tracking Naming Rights 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Legacy Gifts in a Nanosecond Society 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInto the Digital Looking Glass 99\u003c\/p\u003e \u003cp\u003eElectronic Compression of Naming Rights 100\u003c\/p\u003e \u003cp\u003eNaming Rights Ripple Forward in Time 102\u003c\/p\u003e \u003cp\u003eBillion-Dollar Campaign Legacy Gift Opportunities 103\u003c\/p\u003e \u003cp\u003eExamples from the University of Pittsburgh 2008 Naming Opportunities 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Naming Rights and Endowment Gifts 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCrunch the Numbers, Enjoy the Cash Flow 111\u003c\/p\u003e \u003cp\u003eThe History of the Endowed Chair 114\u003c\/p\u003e \u003cp\u003eAn Endowed Chair is a Valuable Property 116\u003c\/p\u003e \u003cp\u003eEmerging Trends in Endowed Chairs 118\u003c\/p\u003e \u003cp\u003eDiversification of the Endowed Chair as a Naming Rights Commodity 119\u003c\/p\u003e \u003cp\u003eDifferentiation of the Endowed Chair in Higher Education 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Manager’s Toolbox for Naming Rights 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing the Manager's Toolbox for Naming Rights 126\u003c\/p\u003e \u003cp\u003eWorking through the Naming Rights Checklist 127\u003c\/p\u003e \u003cp\u003eHistoric Named Gift Survey 127\u003c\/p\u003e \u003cp\u003eReview Donor Relations\/Stewardship Policies 131\u003c\/p\u003e \u003cp\u003eDevelop a list of Naming Opportunities 134\u003c\/p\u003e \u003cp\u003eNaming Policy Statement 139\u003c\/p\u003e \u003cp\u003eInstitutionalize Naming Rights Policies 152\u003c\/p\u003e \u003cp\u003eGetting It Done 153\u003c\/p\u003e \u003cp\u003eResearch the Market, Create Benchmarks 154\u003c\/p\u003e \u003cp\u003eNaming Rights Agreement 156\u003c\/p\u003e \u003cp\u003eReview and\/or Develop Web Site Strategy 158\u003c\/p\u003e \u003cp\u003eDemographics 161\u003c\/p\u003e \u003cp\u003ePricing Strategies 162\u003c\/p\u003e \u003cp\u003eCelebrate Leadership Named Gifts 168\u003c\/p\u003e \u003cp\u003eStewardship 169\u003c\/p\u003e \u003cp\u003eGoing Another Mile 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Corporate Naming Rights with Strings Attached 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBenefits of Corporate Sponsorship 175\u003c\/p\u003e \u003cp\u003eGetting to Yes with a Corporate Partner 176\u003c\/p\u003e \u003cp\u003eThree Tiers of Corporate Naming Rights 177\u003c\/p\u003e \u003cp\u003eManaging the Naming Rights Properties 178\u003c\/p\u003e \u003cp\u003eA New York Naming Bonanza 180\u003c\/p\u003e \u003cp\u003eMarketplace Defines Dollar Values 182\u003c\/p\u003e \u003cp\u003eLength of Term Depends on the Property 183\u003c\/p\u003e \u003cp\u003eBundling the Naming Rights for Corporate Partners 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Where to Next for Naming Rights? 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrowth Potential for Naming Rights 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndex 223\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":53515415912791,"sku":"9780470230633","price":45.12,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/bookcurl.com\/products\/naming-rights-9780470230633","provider":"Book Curl","version":"1.0","type":"link"}