Naming Rights / Edition 1

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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.

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Editorial Reviews

From the Publisher
"This book examines the emerging trends around naming rights and how nonprofits can tap into those changes." (; 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)

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Product Details

  • ISBN-13: 9780470230633
  • Publisher: Wiley
  • Publication date: 8/11/2008
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,408,243
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Terry Burton is the President and founder of Dig In Research 2007 Inc., a consultancy providing B2B research and strategic planning services to fundraising professionals based on his national survey of naming opportunities and named gifts. His online database includes over 31,000 entries that help to establish benchmarks for the market values of naming rights. He is the author of three books on stewardship, cofounder of a prospect research company called Rainforest Publications Inc., where he helped to coauthor a reference text on corporate giving, foundation giving, sponsorship, and employee giving in the workplace, before developing one of the first online research services for fundraising professionals called Prospect Research Online, now called

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Table of Contents

About the Author.

Preface. Getting Started.

About This Book.


Chapter 1. Escalating Price Tags.

Legacy Gift And Naming Rights.

Acquisition Targets In The Private Sector.

Private Sector Escalating Price Tags.

NHL Arena Naming Rights.

Pro Sports Stadiums Naming Rights Chart.

National Basketball Association .

The British Are Coming, The British Are Coming.

Chapter 2. Nonprofit Sector Naming Rights.

Higher Education and Named Gifts.

School of Business.

Naming Rights at Business Schools Come with the Ask.

Legacy Gifts to name other schools.

Benchmarking Named Gifts to Universities.

University & College Athletics.

Private Schools.

Religious Schools.

Health Care Sector.

Healthcare Naming Rights offerings.

Arts & Culture Naming Rights.

Comparing Named Gifts in the Arts.

Interview with Paul Schervish, Director, Center on Wealth and Philanthropy, Professor, Department of Sociology at Boston College.

Chapter 3. Changing Strategies for Length of Term Naming Rights (Nonprofit Sector).

Bundle Up—Bundle Out.

New York Philharmonic Orchestra.

Multi-Tier Choices of Endowed Chairs in the Arts & Culture sector.

Donors like the tunes as Endowment grows: 59% Solution offers Multi-Year choices.

The 59% Solution?

Growing the Endowment a capital idea.

Multi-Year Choices for Major Gift Donors.

Limited Term Naming Rights

Private Sector.

Nonprofit Sector.

Sunset effect.

Annual Naming Rights.

Chapter 4. Higher Level of Involvement and Expectation from Donors.

Boosting brand name with stadiums & sponsorships.



Recent Corporate Building Naming Deals.

Branding discussion with Robert Passikoff (President of Brand Inc.).

Chapter 5. Corporate Naming Rights Aim to Boost Brand.

Boosting brand name with stadiums and sponsorships.



Recent Corporate Building Naming Deals.

Branding discussion with Robert Passikoff (President of Brand Inc.).

Chapter 6. Nonprofits Jump the Queue to Acquire Naming Rights.

Chapter 7. Legacy Gifts Mount Up in Billion Dollar Campaigns.

Legacy Gifts Given Just for the Sake of Making the Gift.

Chapter 8. Changing Attitude in Setting the Price Tag for Naming Rights.

51% of Historical Cost.


Manager's Toolbox – How to develop a Benchmark Report.

Step One.

Step Two.

Step Three.

Step Four.

Existing Facilities.

Chapter 9. Using the Internet to Market Naming Rights.

Shopping List Technique.

Descriptive Text Approach.

Campaign Videos on the internet.

Recognition for sponsors.

Chapter 10. Spread of Naming Rights.

Naming Rights Offered for sale.

Canada's Emerging Trends in Naming Rights.

Other recent Naming Rights Deals in Canada.

Epilogue. Risk Analysis.


Appendix A. Named Stadiums Around the World as of September 2007.

Appendix B. Endowment Gifts Comparison Table.

Appendix C. United States Named Facilities.


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