Books: Naming Rights, Special Events
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“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.
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Melissa Busch
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