Naming Rights: Legacy Gifts and Corporate Money - Hardcover

Über die Autorin bzw. den Autor

Terry Burton (Vancouver BC) is the President and Founder of Dig In Research, a consultancy providing B2B sales to fundraising professionals of research products and services including his own online database of the Market Values of Naming Rights. He is the author of three books on stewardship and has also published articles at SupportingAdvancement.com, Ezines.com, CASE Currents magazine, and Canadian Fundraiser. Burton is a frequent speaker on naming rights at conferences and seminars (APRA National Conference, Academic Impressions, AHP in Canada, AFP National and local events).

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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.

Aus dem Klappentext

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.