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You may think offering naming rights is just for large hospitals and universities with multi-million dollar campaigns. But fundraising through naming opportunities abounds for nonprofits of all sizes.
Within walking distance of my summer residence are many parks built around a nice lake. As I take my walks every day, I notice more and more the availability of naming opportunities in those parks.
In one park, there is a charming little flower garden in the shape of a heart, outlined by bricks. As I approach it, I realize that the dozens of bricks outlining the flower bed have names on them. The small flower garden is a fundraiser that gives donors the opportunity to memorialize loved ones in a unique and meaningful way.
Benches, trees, gardens, walkways, and buildings are named everywhere. The city has raised a lot of money for these parks!
Naming opportunities have incredible power to inspire donors.
Many donors find great motivation in honoring their loved ones with naming opportunities. Many years ago when my mom passed, some colleagues from her office gave to have a tree planted and named for her. I can't tell you how moved I was. Every time I visit Tallahassee, I try to make the time to visit that park, find her tree, and reflect.
Jerold Panas in Mega Gifts gives some great examples.
DeWitt Wallace’s million-dollar gifts to honor his missionary father
The Detwiler family gave millions of dollars to fund and name a hospital in their departed son’s name.
Panas also lists some “tastefully ingenious” ways that some organizations have memorialized gifts through naming opportunities.
All the positions on the football team at Penn State University are endowed (even the position of nose tackle)!
The Phoenix Symphony endowed all 88 keys of their new Steinway piano.
When a small college ran out of buildings to name, they built a small gatepost at the main entrance to the campus and named it in honor of a major donor.
With creativity, every nonprofit has a hidden garden of naming possibilities.
That could mean naming rights for endowments, programs, rooms, equipment, landscaping features, public art installations, and more. You could even engrave donor names into bricks as the park did! The possibilities are endless when you open yourselves up to blue-sky thinking.
GETTING STARTED
You can get started by gathering some key stakeholders, staff, volunteers, or board members - for an open brainstorming session. List out every potential naming opportunity, no idea too big or small. If you are building a facility, open the plans out for everyone to see to inspire ideas. Look at the plans of your campus for ideas. Consider scholarship opportunities,
RANK THEM
When you have a list, rank them by their “wow” factor of visibility, prestige, and emotional appeal. A room in the back of a building that fewer people will see has less “wow” factor than a room in the front that a lot of people will experience. Just like in real estate and business, the location and prominence of a naming opportunity are crucial. Think about:
Visibility - High-traffic areas with maximum visibility are ideal for prominent naming. An auditorium lobby, main entrance, or central plaza will get far more exposure than a back office.
Prestige - Certain spaces convey more prestige and significance. Naming the entire building, a wing focused on the nonprofit’s core mission, or a high-profile program is very desirable.
Emotional Connection - Donors may have a personal affinity for naming a space connected to their interests, values, or experiences with the organization.
Access - Exclusive access or usage rights can enhance the value of a naming opportunity, like a donor’s name on a special event space they can utilize.
APPLY GIVING LEVELS TO EACH
When you have your list, apply appropriate giving levels, noting each option’s unique aspects that could inspire donors. You should have a tiered list of opportunities. Tying naming opportunities directly to the gift ranges and levels outlined in your overall campaign gift chart is crucial for consistency and strategic alignment. To help, I have created video lessons with more teaching and lots of examples inside the course Visionary Fundraising. It is available to my monthly students, or you can buy the standalone course CLICK HERE.
Keep being visionary!
David
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