Naming Rights: Legacy Gifts and Corporate Money Hardcover - 2008 - 1st Edition

From the rear cover

A new economic engine has emerged from the nonprofit sector, one that is so profound it is changing the financial landscape. What is the driving force behind this trend, a trend so dramatic that it has enabled some nonprofit organizations to pay off debt, build new buildings, expand the delivery of programs and services, and push forward in their efforts to serve the greater good?

Billions of dollars from the sale of naming rights.

Examining emerging trends and how non-

profits can take advantage of dramatic changes in individual philanthropy, foun-

dation support, and corporate giving, Naming Rights offers in-depth analysis to help nonprofit decision-makers get a better understanding of the marketplace and adjust their own naming rights strategies. Hundreds of examples are included, such as naming rights being offered and sold at universities, private schools, school boards, hospitals, museums, environmental groups, and a wide assortment of other nonprofit organizations.

In this landmark book, author Terry Burton examines naming rights from the nonprofit leadership point of view, with insights from private sector naming rights and how they impact the ask amounts to pricing strategies by nonprofit groups. It examines and compares the merits of offering naming rights for the legacy gift of a philan-thropist to those of a title sponsor to an annual event.

Written in a quick reference format, this timely resource covers essential topics including:

Escalating price tags for naming rights

Naming rights traditions--then and now

How the Internet is changing the naming rights marketplace

Legacy gifts with in-depth case study examples

Naming rights on endowment gifts

Manager's Toolbox--how to create benchmarks and pricing strategies

Corporate naming rights

Where to go from here

Every time an organization signs off on a naming rights deal, that organization is forever transformed by the impact of the amount of money now at their disposal. Destined to become an essential reference for every nonprofit professional, Naming Rights shows nonprofits how they can enjoy a slice of the naming rights pie, revealing innovative benchmarking data based on current naming rights scenarios, extensive tables of information offering comparative data, and real-world case studies that highlight strategies and tactics for nonprofit organizations large and small.

From the jacket flap

A new economic engine has emerged from the nonprofit sector, one that is so profound it is changing the financial landscape. What is the driving force behind this trend, a trend so dramatic that it has enabled some nonprofit organizations to pay off debt, build new buildings, expand the delivery of programs and services, and push forward in their efforts to serve the greater good?

Billions of dollars from the sale of naming rights.

Examining emerging trends and how non-

profits can take advantage of dramatic changes in individual philanthropy, foun-

dation support, and corporate giving, Naming Rights offers in-depth analysis to help nonprofit decision-makers get a better understanding of the marketplace and adjust their own naming rights strategies. Hundreds of examples are included, such as naming rights being offered and sold at universities, private schools, school boards, hospitals, museums, environmental groups, and a wide assortment of other nonprofit organizations.

In this landmark book, author Terry Burton examines naming rights from the nonprofit leadership point of view, with insights from private sector naming rights and how they impact the ask amounts to pricing strategies by nonprofit groups. It examines and compares the merits of offering naming rights for the legacy gift of a philan-thropist to those of a title sponsor to an annual event.

Written in a quick reference format, this timely resource covers essential topics including:

Escalating price tags for naming rights

Naming rights traditions--then and now

How the Internet is changing the naming rights marketplace

Legacy gifts with in-depth case study examples

Naming rights on endowment gifts

Manager's Toolbox--how to create benchmarks and pricing strategies

Corporate naming rights

Where to go from here

Every time an organization signs off on a naming rights deal, that organization is forever transformed by the impact of the amount of money now at their disposal. Destined to become an essential reference for every nonprofit professional, Naming Rights shows nonprofits how they can enjoy a slice of the naming rights pie, revealing innovative benchmarking data based on current naming rights scenarios, extensive tables of information offering comparative data, and real-world case studies that highlight strategies and tactics for nonprofit organizations large and small.

Media reviews

Citations

• Reference and Research Bk News, 11/01/2008, Page 103