The Naming Opportunities Plan and Donor Stewardship

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Even as more institutions look to launch new campaigns -- often increasingly ambitious ones in terms of their dollar goals -- donors are increasingly interested in attaching their names to philanthropic projects representative of their values. In fact, Vincent Duckworth, Partner at ViTrēo, advises that recognizing major gifts with naming opportunities has become so prevalent not only in higher education but across other nonprofit sectors, that it has become an expectation for many donors.

To capitalize on this trend, institutions must develop proactive procedures and policies for establishing, managing, and marketing naming opportunities.

We asked Vincent Duckworth, who will also be exploring the topic further in a webcast on "Developing Institutional Naming Plans and Policies," to offer his suggestions for approaching a naming opportunities plan responsibly and effectively. Here's what he shared with us.

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