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| About the Author | |
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| Introduction | |
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| Escalating Price Tags For High-Profile Properties | |
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| High-Profile Naming Opportunities in the Nonprofit Sector | |
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| Named Schools of Business | |
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| Health Care and Escalating Naming Gifts | |
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| $100 Million Naming Rights: Entitlement or Need? | |
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| Trend in Named Gifts to Universities | |
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| Private Sector: Escalating Price Tags | |
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| Baseball Stadium Naming Rights | |
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| Football Stadium Naming Rights | |
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| Basketball Arena Naming Rights | |
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| Hockey Arena Naming Rights | |
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| Golf Tournament Sponsorships | |
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| The British are Coming! The British are Coming! | |
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| Naming Traditions, Then and Now | |
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| Big Rocks Tossed into a Small Pond | |
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| Theory of the Capital Campaign Multiplier Effect | |
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| "Named in Honor of..." -A Tradition Fading Fast | |
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| Three Types of Naming Rights | |
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| Naming Rights for a Legacy Gift | |
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| Changing Traditions | |
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| A Sign of the Times | |
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| Today's Wealthy Americans and Named Properties | |
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| Naming Rights for a Long-Term Corporate Partner | |
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| Impact of the Internet on Naming Rights | |
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| Leveling the Playing Field | |
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| Internet Trends for Nonprofit Web Sites | |
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| Advanced Donor Relations Strategy | |
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| Naming Rights in the Campaign Web Site | |
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| Shopping List Approach | |
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| Descriptive Text Approach | |
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| Naming Rights Policy Statements | |
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| Implementing Advanced Donor Relations Tactics | |
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| Legacy Gift Naming Rights | |
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| Internet and Corporate Naming Rights with Nonprofits | |
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| Online Search Tips for Tracking Naming Rights | |
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| Legacy Gifts in a Nanosecond Society | |
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| Into the Digital Looking Glass | |
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| Electronic Compression of Naming Rights | |
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| Naming Rights Ripple Forward in Time | |
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| Billion-Dollar Campaign Legacy Gift Opportunities | |
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| Examples from the University of Pittsburgh 2008 Naming Opportunities | |
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| Naming Rights and Endowment Gifts | |
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| Crunch the Numbers, Enjoy the Cash Flow | |
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| The History of the Endowed Chair | |
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| An Endowed Chair is a Valuable Property | |
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| Emerging Trends in Endowed Chairs | |
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| Diversification of the Endowed Chair as a Naming Rights Commodity | |
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| Differentiation of the Endowed Chair in Higher Education | |
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| Manager's Toolbox for Naming Rights | |
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| Using the Manager's Toolbox for Naming Rights | |
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| Working through the Naming Rights Checklist | |
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| Historic Named Gift Survey | |
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| Review Donor Relations/Stewardship Policies | |
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| Develop a list of Naming Opportunities | |
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| Naming Policy Statement | |
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| Institutionalize Naming Rights Policies | |
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| Getting It Done | |
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| Research the Market, Create Benchmarks | |
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| Naming Rights Agreement | |
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| Review and/or Develop Web Site Strategy | |
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| Demographics | |
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| Pricing Strategies | |
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| Celebrate Leadership Named Gifts | |
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| Stewardship | |
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| Going Another Mile | |
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| Corporate Naming Rights with Strings Attached | |
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| Benefits of Corporate Sponsorship | |
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| Getting to Yes with a Corporate Partner | |
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| Three Tiers of Corporate Naming Rights | |
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| Managing the Naming Rights Properties | |
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| A New York Naming Bonanza | |
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| Marketplace Defines Dollar Values | |
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| Length of Term Depends on the Property | |
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| Bundling the Naming Rights for Corporate Partners | |
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| Where to Next for Naming Rights? | |
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| Growth Potential for Naming Rights | |
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| Appendix | |
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| Index | |