Naming Rights in the Non-Profit Sector:
A Philanthropic Gift OR a Corporate Sponsorship?
by Terry Burton
The words "...Let's sell the Naming Rights" are causing some confusion among volunteers, fundraisers, donors and sponsors.
You hear this at board meetings of a school board, hospital, museum and univerisities
and colleges. A common perception is that selling naming rights to a property is a quick
fix for a fundraising campaign. It does not work that way.
The term "Naming Rights" is quite different in the private sector as compared to the nonprofit
sector.
STEP ONE - Slow down and make sure all the stakeholders understand the context
of the words "naming rights"
STEP TWO - Develop market valuations for the property or properties including the
buildings, spaces & places plus endowment gift levels.
STEP THREE.......give us a call at 519-915-0285
You will be working with a research team that has completed more than
25 benchmark reports in the last five years.
STRATEGY Sessions......Market Valuations.....Benchmark Reports.....Staff Training
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Naming Rights Philanthropic
This label could be used to identify a philanthropic gift that was recognized by the non-profit with the granting of naming rights.
The nonprofit organizations may confer "Naming Rights" to a donor in appreciation for a major gift. In this case the "Naming Rights"
refer to the recognition bestowed upon the individual, corporation, foundation or other funding agency that made a philanthropic gift.
One that comes with no hooks attached or additional expectations from the donor over and above the usual name recognition that
is the custom of the organization.
Naming Rights Sponsorship
Naming Rights SP refers to sponsorships that are the second type.
This kind of financial support can be found in the private sector, nonprofit sector, municipalities and government organizations.
Naming Rights SP as I call them, are financial agreements to name a property in exchange for a specified amount of money for
a stated period of time.
Professional sports has numerous examples around the globe of naming rights agreements for a limited period of time such as
5 years, 10 years or 20 years. The length of the naming rights period depends on the naming agreement between the two parties.
One of the interesting trends has been the acquisition of naming rights from nonprofit organizations, school boards and other groups
outside of the private sector by private sector companies. The acquisition of these naming rights are all about building and enhancing
brand named and not philanthropy or charitable support.
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| Name a courtyard |
Name a lobby area |
Name a riverfront campus |
Name a computer workstation |
Name a new building |
ASK Amounts critical to campaign success
Naming Rights Checklist
Two Tiered Pricing Strategy, is it right for your campaign?
Developing and / or adjusting current Naming Policy Statements
Benchmark Report with Market Valuation
in-depth analysis on the appropriate
ASK Amounts for Naming Opportunities
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Terry Burton
To arrange a discussion call 519-915-0285
Windsor, Ontario, Canada
Office Hours - 8 am to 5 pm Eastern Time
Delivering original thoughts on business intelligence
for the non-profit sector since 1989
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