This book examines emerging trends that impact the market rate/ask amount for naming opportunities--both in the for-profit and nonprofit worlds. It includes pertinent benchmarking data based on real-world examples, extensive tables of information offering comparative data to peer organizations, and a collection of sample documents, and much more.

About 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

In 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 this book with practical examples that peel away the layers of complexity and offers you a handbook that exemplifies thought leadership, creativity, and innovation. Stay on the cutting edge of emerging trends. Turn naming opportunities into named gifts. Add dollars to your bottom line. Naming Rights shows you how.