Key Considerations for Institutional Naming Plans and Policies

Last updated July 29, 2019

Course Length

1h 51m

Last Updated

July 29, 2019

Key Considerations for Institutional Naming Plans and Policies

Last updated July 29, 2019

Learn how you can improve your donor relationships through more effective naming rights policies and valuation strategies.


With an uptick in issues between institutions and major donors, staying current on philanthropic naming issues is more important than ever. Having sound naming policies will help you protect your institution’s reputation and bottom line.

Join us online for a two-part webcast series that will help you adjust your naming plans and policies to account for today’s complex and dynamic environment. Session 1 will share considerations for valuing your opportunities that will help you validate your approaches. Session 2 will help you update your naming policies to ensure that you meet the needs of both the donor and the institution.

Who should attend?

Advancement professionals (especially those in advancement services, donor relations, stewardship, and marketing and branding) who are charged with establishing, revising, or working with institutional naming rights policies will benefit from this webcast series.


Webcast One: Considerations for Valuing Your Naming Opportunities
September 19, 2019 | 1:00 – 2:00 p.m. Eastern

Assigning a value to a naming rights opportunity is a complex blend of art and science. Vincent Duckworth will help you evaluate your own approaches to valuation by detailing how to:

  1. Use formulaic methods for naming rights valuations
  2. Identify benchmarks that make sense
  3. Present and share opportunities with donors

Webcast Two: Considerations for Updating Your Naming Rights Policies
September 24, 2019 | 1:00 – 2:00 p.m. Eastern

To help you create robust philanthropic naming rights policies in today’s changing landscape, Vincent Duckworth will help you answer tough questions like:

  1. How long should you recognize the donor via a naming right?
  2. If the situation warrants it, how do you properly take down or remove a name?
  3. How do you handle naming with pledge gifts, bequests, and other forms of non-cash giving?
  4. What do you do when the values of the donor diverge from the values of the institution?
  5. Should your policies vary for corporate vs. individual naming?