Naming Rights - Legacy Gifts and Corporate Money

Informationen zum 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). Klappentext In 2007 the sale of naming rights brought an estimated $4 billion in revenue to the nonprofit sectorWhat 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. Zusammenfassung This book examines emerging trends that impact the market rate/ask amount for naming opportunities--both in the for-profit and nonprofit worlds. It includes pertinent benchmarking data based on real-world examples, extensive tables of information offering comparative data to peer organizations, and a collection of sample documents, and much more. Inhaltsverzeichnis About the Author xi Introduction xiii 1. Escalating Price Tags For High-Profile Properties 1 High-Profile Naming Opportunities in the Nonprofit Sector 2 Named Schools of Business 2 Health Care and Escalating Naming Gifts 14 $100 Million Naming Rights: Entitlement or Need? 19 Trend in Named Gifts to Universities 19 Private Sector: Escalating Price Tags 24 Baseball Stadium Naming Rights 25 Football Stadium Naming Rights 30 Basketball Arena Naming Rights 35 Hockey Arena Naming Rights 35 Golf Tournament Sponsorships 43 The British are Coming! The British are Coming! 44 2. Naming Traditions, Then and Now 49 Big Rocks Tossed into a Small Pond 52 Theory of the Capital Campaign Multiplier Effect 52 "Named in Honor of..." -A Tradition Fading Fast 54 Three Types of Naming Rights 56 Naming Rights for a Legacy Gift 57 Changing Traditions 60 A Sign of the Times 67 Today's Wealthy Americans and Named Properties 68 Naming Rights for a Long-Term Corporate Partner 69 3. Impact of the Internet on Naming Rights 75 Leveling the Playing Field 75 Internet Trends for Nonprofit Web Sites 77 Advanced Donor Relations Strategy 78 Naming Rights in the Campaign Web Site 80 Shopping List Approach 81 Descriptive Text Approach 83 Naming Rights Policy Statements 84 Implementing Advanced Donor Relations Tactics 85 Legacy Gift Naming Rights 87 Internet and Corporate Naming Rights with Nonprofits 88 Online ...

Sommario

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.
 
Microsoft.
 
McDonalds.
 
Recent Corporate Building Naming Deals.
 
Branding discussion with Robert Passikoff (President of Brand Inc.).
 
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.
 
51% of 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.

Relazione

"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)

Dettagli sul prodotto

• Autori: Burton, T Burton, T. Burton, Terry Burton, Burton Terry
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 22.08.2008
• EAN: 9780470230633
• ISBN: 978-0-470-23063-3
• Pagine: 256
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Sponsoring, Business & management, gemeinnützige Organisationen, Non-profit organizations, Wirtschaft u. Management