As institutions navigate a prolonged recession, many are launching new fundraising campaigns in response to decreased funding sources -- some of them quite ambitious in their scope (most notably, the University of Southern California's recently announced $6 billion campaign). Even as more institutions look to launch new campaigns, donors are increasingly interested in attaching their names to philanthropic projects representative of their values. To capitalize on this trend, institutions must develop procedures and policies for establishing, managing, and marketing naming opportunities.
In 2010, we ran an article featuring advice from Vincent Duckworth, partner and chief marketing officer at ViTreo, offering specific tips for handling the renaming of facilities, and also spoke to the importance of crafting a naming opportunities plan that will allow you to identify and prioritize naming opportunities prior to a campaign. Now, we have reached out to Vincent Duckworth again to learn more about how institutions can identify and manage naming opportunities from the very start of a campaign.
An Additional Training Resource: Nuts & Bolts of an Effective Naming Policy
Register online now to learn how to develop a naming policy appropriate for your institution. Utilizing real examples from American and Canadian institutions, participants will learn the fundamentals of:
- Differentiating among policies for different naming opportunities
- Calculating space values
- Procuring board approval
- Marketing available opportunities
- De-naming and naming length considerations