October 30, 2008

Big, Branded Gifts

By Cassie J. Moore

NEW BOOKS

Naming Rights: Legacy Gifts & Corporate Money
by Terry Burton

"The commodity of choice for nonprofits has become naming rights to their tangible properties and endowment funds," writes Terry Burton, president of the fund-raising consulting group Dig In Research.

In this book, Mr. Burton examines the history of naming rights, how the practice of offering naming rights has grown as many nonprofit groups, especially

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