Naming rights : legacy gifts and corporate money / Terry Burton.

Burton, Terry, active 2008 [Browse]
Hoboken, N.J. : Wiley, ©2008.
xxi, 233 pages ; 24 cm


Summary note
"Examining emerging trends and how non-profits can take advantage of dramatic changes in individual philanthropy, foundation 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 book, 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 philanthropist to those of a title sponsor to an annual event."--Jacket.
Includes index.
Bibliographic references
Includes bibliographical references and index.
  • Machine derived contents note: About the Author.
  • Preface. Getting Started.
  • About This Book.
  • Introduction.
  • 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.
  • Microsoft.
  • McDonalds.
  • 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.
  • 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.
  • 510f Historical Cost.
  • Benchmarking.
  • 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.
  • Appendices.
  • Appendix A. Named Stadiums Around the World as of September 2007.
  • Appendix B. Endowment Gifts Comparison Table.
  • Appendix C. United States Named Facilities.
  • Index.
  • 9780470230633 ((cloth))
  • 0470230630 ((cloth))
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