Naming Rights [Hardcover]

T. Burton (Author)

Book Description

ISBN-10: 0470230630 | ISBN-13: 978-0470230633 | Publication Date: August 11, 2008 | Edition: 1

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.

Editorial Reviews

Review

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

From the Inside 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.

See all Editorial Reviews

Product Details

• Hardcover: 256 pages
• Publisher: Wiley; 1 edition (August 11, 2008)
• Language: English
• ISBN-10: 0470230630
• ISBN-13: 978-0470230633
• Product Dimensions: 6.3 x 1 x 9.4 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,322,260 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Great breadth of information is provided in this easy-to-read book, August 16, 2011

By 

Leo A. Mallette (Rancho Mirage, CA, USA) - See all my reviews
(REAL NAME)   

This review is from: Naming Rights (Hardcover)

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, or a chair (as in endowed chair) in exchange for a fee--from a few thousand dollars up to several hundred million dollars. "We are witnessing an enormous transfer of wealth from one generation to the next" at a time when tax dollars do not spread as far as they once did to support non-profit organizations such as schools, libraries, and hospitals.
Naming rights in exchange for legacy gifts, event sponsorship, or corporate partnerships provide funds to non-profit companies for new libraries, medical schools, and equipment, as well as allow for scholarships. Funds to for-profit companies go towards new stadiums or team enhancement (i.e. better players). Furthermore, the flow of funds through a community has a multiplier effect of increasing economic development. There is an interesting section on stewardship (the management of existing donors) to ensure wise use of gifts and to nurture further gifting.
Burton discusses escalating property costs, naming traditions, Internet effects, gifting and some of the strings attached, and he includes a manager's toolbox. The book also discusses naming rights in perpetuity and contrasts them with limited length-of-term naming rights. Burton also addresses the ramifications of organizations' opting to dissolve naming rights agreements in the event of unfavorable publicity. (Recall that the Houston Astros' Minute Maid Park was named Enron Field until 2002.) The book does appear to be U.S.-centric but the concepts seem to be applicable elsewhere.
You can read about naming rights by running a search on the Internet but you will not find the breadth of information that is provided in this easy-to-read book. 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.