By T. Burton
In 2007 the sale of naming rights introduced an envisioned $4 billion in profit to the nonprofit sectorWhat slice of the pie did your company enjoy?From transformational presents to naming traditions to pricing options for capital campaigns, Naming Rights provide you with a vibrant choice of modern details that your company can use today.Can your improvement crew quick pull jointly a correct benchmark report?Learn the way to benchmark and compete with peer agencies for structures, areas, and named endowments. environment the ask quantities to your naming possibilities is important to last the deal.Are you ready?Selling naming rights is helping to spice up model identify acceptance in fundraising campaigns. study what is going on with naming rights in larger schooling, healthiness care, arts and tradition agencies, and quite a lot of different nonprofits. Twenty-year learn specialist Terry Burton fills this booklet with functional examples that peel away the layers of complexity and gives you a guide that exemplifies suggestion management, creativity, and innovation.Stay at the leading edge of rising developments. flip naming possibilities into named presents. upload money on your final analysis. Naming Rights exhibits you the way.
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Example text
Louis, Missouri, in 2006. This gift is particularly noteworthy because it is the most significant corporate gift to a high-profile property in the nonprofit sector since Mattel’s $25 million gift to UCLA’s Children’s Hospital in 2002. A sign of things to come? I think so. Why? Because the number of traditional high-profile properties available for naming opportunities has shrunk dramatically. We’ll discuss that further in Chapter 2. In my three years researching this topic and twenty years doing other philanthropic research, I have come across several organizations that use innovative strategies and tactics to market their naming rights.
That was precisely what the Wisconsin Naming Partnership wanted. Their gift came with one caveat, that the School of Business shall go unnamed for a single donor or entity for the next 20 years. In the big scheme of things, this gift of $85 million ranks #3 all time in publicly announced gifts to a school of business. According to my research, over 80 Schools/ Colleges of Business have been named across the USA dating back to 1881 when the University of Pennsylvania named the Wharton School of Business for a private gift.
Alternately, you could view the information by price range, which extended from $50,000 to $50 million to name the building addition at the Children’s Hospital at Egleston. The innovative approach of using a flat file type of database, with two choices to view the information, within the campaign Web site was very clever on the part of the fundraising team and especially the information technology support person who devised it. This kind of tactic is indicative of the changing nature of the marketplace and the ways that donor relations staff are using the organization’s 18 Escalating Price Tags Web site to keep in touch with their donor community.