NAMING RIGHTS - Legacy Gifts and Corporate Money

Oct 12, 2026

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Legacy Gifts and Corporate Money examines naming rights as a high-profile fundraising and corporate partnership mechanism, tracking how price tags escalate across nonprofit sectors. The work reviews naming opportunities for prominent properties such as schools and major sports venues, and questions whether $100 million naming rights reflect entitlement or real need. It then connects naming rights to evolving traditions and to the Internet’s impact on donor relations, campaign websites, online search, and digital-era legacy gift strategy.

LanguageEnglish

CategoryResumes

FormatPDF

Pages257

Reading Time1 h 30 min

AccessFree to download

About the Author

Introduction

1. Escalating Price Tags For High-Proﬁle Properties

High-Proﬁle Naming Opportunities in the Nonproﬁt Sector

2. Naming Traditions, Then and Now

Three Types of Naming Rights

3. Impact of the Internet on Naming Rights

Advanced Donor Relations Strategy

4. Legacy Gifts in a Nanosecond Society

Into the Digital Looking Glass

NAMING RIGHTS | Legacy Gifts and Corporate Money TERRY BURTON John Wiley & Sons, Inc. NAMING RIGHTS | NAMING RIGHTS | Legacy Gifts and Corporate Money TERRY BURTON John Wiley & Sons, Inc. 10 9 8 7 6 5 4 3 2 1 To my daughters Alison and Sacia who inspired me, my wife Susan who believed in me, and the fundraiser community that makes a difference everyday. Contents 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 viii Contents 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 Search Tips for Tracking Naming Rights 90 4. Legacy Gifts in a Nanosecond Society 97 Into the Digital Looking Glass 99 Electronic Compression of Naming Rights 100 Naming Rights Ripple Forward in Time 102 Billion-Dollar Campaign Legacy Gift Opportunities 103

FAQs

What does the book cover about naming rights in the nonprofit sector?

It outlines high-profile naming opportunities for nonprofit organizations and discusses specific contexts such as named business schools, health care naming gifts, and university trends.

How does the book describe major trends and traditions in naming rights over time?

It compares naming traditions “then and now,” discusses fading traditions, and distinguishes types of naming rights including those linked to legacy gifts and long-term corporate partners.

What role does the Internet play in naming rights according to the book?

It addresses how online trends and campaign websites influence donor relations, including policy statements, advanced donor-relation tactics, and methods for tracking naming rights via online search.

Oct 12, 2026

Upload by aboduw