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.

“As with most things in life, you have to give something of significance if you want to get something significant in return [for a donation],” Burton writes. “The commodity of choice for nonprofits has become naming rights to their tangible properties and endowment funds.”

The book, which Burton says fundraisers should think of as a portable “Manager’s Toolbox,” explores topics such as strategies, involvement and expectations from donors, boosting a brand, and acquiring naming rights.

“Every time an organization signs a naming rights deal, that organization is forever transformed by the impact of the amount of money now at their disposal,” Burton writes.

“For the nonprofit’s staff, the naming rights gift is a validation for the hard work they have done and plan to do in the future. It’s an indirect vote of confidence that helps fuel morale for the ongoing mission and the vision of the organization as a whole.”

John Wiley & Sons Inc., 2008; $45

“Shake the Money Tree: How to Produce a Winning Fundraising Event with a Live and Silent Auction”

According to “Shake the Money Tree: How to Produce a Winning Fundraising Event With a Live and Silent Auction,” by Richard O’Keef, founder of Richard O’Keef Fund-Raising Auctions, nonprofits can make the best of live and silent auctions by following the “The Four Objectives of a Successful Fundraiser,” which are to make guests: