Naming Rights: Legacy Gifts and Corporate Money

by Terry Burton


In 2007 the sale of naming rights brought an estimated $4 billion in revenue to the nonprofit sector.

What slice of the pie did your organization enjoy?

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  • Discover how nonprofits – regardless of their size – are tapping into the billions of dollars corporations, foundations and individuals are giving for naming rights.
  • Learn how to benchmark and compete with peer organizations for buildings, spaces and named endowments, as well as how to set the ask amounts for naming opportunities.
  • Find out why the price tag for the naming rights of high-profile properties is escalating and how this trend has impacted the nonprofit sector.
  • Learn what the components of a naming rights checklist are and how to work through them to plan your campaign.


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About the Author

Terry Burton is founder of Dig In Research 2007 Inc., a consultancy providing B2B (business to business) research and strategic planning services to fundraising professionals based on his national survey of naming opportunities and named gifts. His online database includes over 34,000 entries and more than 3,000 news items offering strategic insights into the sector. He can be reached at

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