Association of Fundraising Professionals
San Diego Chapter

AFP San Diego
Audio Conference
Tuesday, June 3, 2008
Sponsored by
The Samuel I. & John Henry Fox Foundation
at Union Bank of California

How to Create Benchmarks for Naming Opportunities
Terry Burton

The use of benchmarks can assist in setting realistic price tags on naming opportunities. Explore why benchmarking your naming opportunities is critically important in today's marketplace. Learn how to use current market value information to develop and evaluate the information and improve the effectiveness of the decision making process.

In this session we will briefly examine the top five emerging trends in naming rights and how these have a strategic impact on fundraising campaigns. We will go through the process of creating benchmarks for naming opportunities including naming a facility, interior spaces and endowments. You will have take-away Benchmark Worksheets that we will complete during the session. We will also touch on the use of multi-year terms for naming rights as part of the benchmarking approach.

Note: Attendees are encouraged to bring a short list of two to three current naming opportunities so they can apply the benchmarking process to those naming rights scenarios.

Terry Burton is an independent researcher/analyst who has worked with nonprofits since 1989. He began to examine trends in naming rights in the summer of 2005, has written over 50 articles, reports and a book on naming rights. He was the co-founder of what is now called iWave.com where he helped to develop PRO - Prospect Research Online in 1995.

Learning Objectives:

Participants will:

1. Have a better understanding of emerging trends impacting naming opportunities.
   
   
2. Gain knowledge of benchmarking for naming opportunities - what to include and why
   
   
3. Learn how to develop a worksheet for their benchmarks
   
   
4. Increase their effectiveness in setting market value price tags on naming opportunities

Participation in a live session or use of an audio recording of the program qualifies for 1.5 points toward CFRE education requirements.

Target Audience:

• The target audience is for mid-level fundraisers up to advanced fundraising executives. The benchmarking process applies equally for American and Canadian nonprofit organizations. International groups are encouraged to consider attending to learn about the principles involved.

Post Audio Conference Discussion:

• Program will be followed by a short discussion.

Audio Conference Details:

• Date:    
  • Tuesday, June 3, 2008
• Time:   
  • 10:00 a.m. - Noon
  • Please plan to arrive about 10 minutes early as the audio conference begins promptly.
  • A short facilitated discussion will follow the program at 11:30.
     
• Location:
  • American Cancer Society
    2655 Camino del Rio North, Suite 100
    San Diego, CA 92108
    
    Map via mapquest.com
    
    Map via maps.yahoo.com
    
    
• Fees:
  • Members: 
    • No Cost
    • Please Register To RSVP
      
      
  • Non-members:
    • $30
    • Please Login To Register

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