An inquiry from an ABA member into how arts organizations should strategize the launch of a naming rights campaign kicked off an ABA research project that included data from our widespread arts executive poll, interviews with key institutions, and secondary research. Our research uncovered key strategies in determining the naming duration of various spaces/items, how to appeal to donors, the roll out of naming right initiatives, and more.

Findings from the study include: 

• Although perpetual naming opportunities still exist within current arts organizations' development structures, there is growing interest in time-limited naming durations, particularly for the largest gifts. Thus, it is crucial to write formal agreements that clarify the naming durations using sunset and/or morality clauses, as well as right of refusal language. 

• Before launching the campaign, build a price pyramid that includes tiers for all available donors. Smaller priced naming gifts are beneficial to grow your donor support, build an equitable giving platform, and drive momentum on top of your largest named gifts. 

• Include a mix of individual and corporate donors in the prospect pool. Individual donors typically give for reasons of legacy or relationship to the organization. Corporate donors pay over time, can withdraw payment if there is disagreement in financial position, and look for visibility and brand alignment on shared values.

To read these and more findings, download the report below.