Books: Naming Rights, Special Events

“Naming Rights: Legacy Gifts & Corporate Money”

It’s a cutting-edge, emerging trend in the nonprofit sector — selling naming rights to boost brand recognition during fundraising campaigns.

Author Terry Burton, president and founder of Dig In Research 2007, a Vancouver, British Columbia-based consultancy that provides research and strategic planning services to fundraising professionals, explains the ins and outs of naming-rights programs in higher education, health care, and arts and culture organizations, and other nonprofits his new book, “Naming Rights: Legacy Gifts & Corporate Money.” He also teaches how to benchmark and compete with peer organizations for patrons of buildings and other spaces, and named endowments.