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The Naming Opportunities Toolkit

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The Naming Opportunities Toolkit The Naming Opportunities Toolkit The Office of Donor Services Version 8/12/19 Table of Contents Introduction 4 Chapter 1: The Role of Donor Services in Donor-Funded Naming Opportunities 5 Responsibilities of the Office of Donor Services 5 Donor-Funded Naming Opportunity Identification 5 Calculation of Minimum Gift Values for Donor-Funded Naming Opportunities 5 Board of Trustees Approval Process 5 Records Management 5 Chapter 2: The Donor-Funded Naming Process Reference Guide 6 The Eight Phases of Donor-Funded Naming Opportunities 6 Process Reference 6 Phase 1: Strategic Planning and/or Capital Project Fundraising Approval 6 Phase 2: Naming Recommendation Letter 7 Phase 3: Board of Trustees Approval of Naming Opportunity 8 Phase 4: The Donor Ask 8 Phase 5: Donor Naming Approval 10 Phase 6: Signage Approval 11 Phase 7: Stewardship 12 Phase 8: Records Management 12 Tips for Donor-Funded Naming Success 13 To Initiate an Honorific Naming Request 13 Contacts for Namings 14 Chapter 3: The Rules of Naming Opportunities 15 Chapter 4: The Essentials of Namings 21 The Purpose of Donor-Funded Naming Opportunities 21 Why Donors Choose to Pursue Naming Opportunities 21 Definition of Donor-Funded Naming Opportunity 21 Definition of an Honorific Naming 22 Duration of Naming 22 Corporate, Foundation or Other Organizational Naming 22 Renaming 22 Donor-Initiated Name Change 22 Naming Removal or Revocation 23 How to Write the “Donor History and Rationale” on the Donor Naming Proposal Form 23 Purpose of the Donor History and Rationale 23 Naming Opportunities Toolkit 1 | Page ​ The Office of Donor Services, 8/12/19 Example of a Donor History and Rationale 23 Instructions on How to Write the Rationale 24 Chapter 5: Strategic Planning, Gift Types and Creation of Funds 26 Strategic Planning Prior to Pursuing Naming Opportunities 26 Developing a Fundraising Purpose 27 Acceptable Gifts for Naming Opportunities 27 Fund Types for Facilities 28 Named Programs 28 Chapter 6: Selecting Facilities to be Named 29 Selecting Facilities: Existing Facilities 29 Selecting Facilities: for Capital Projects (New Construction and Renovation) 30 Developing Donor-Funded Naming Opportunities for New Capital Projects 31 The Four Phases of Design 31 Facility Naming Opportunity Types 32 What Can Be Named 32 What Cannot Be Named 33 Hallowed Places 34 Chapter 7: Board of Trustees Approval 35 Chapter 8: Donor Recognition Signage 36 Selecting Signage 36 Why are Donor Recognition Walls, Plaques and Signs Effective? 36 Signage Types 37 Statues and Works of Art 40 Vendor Selection 40 Signage Best Practices 41 Chapter 9: Naming Standards 43 Identification Naming Standards 43 Common Issues with Identification Names 43 Full List of Identification Naming Standards 44 Donor Recognition Naming Standards 46 Appendix A: Reference 50 Naming Opportunities Toolkit 2 | Page ​ The Office of Donor Services, 8/12/19 Introduction Beginning with the Think and Do the Extraordinary Campaign, donor-funded naming opportunities have become a major initiative for NC State, due primarily to the range of capital projects in need of private funding. Additionally, there has been an increase in the number of donors interested in leaving their legacy or honoring another individual, further driving growth of this program. The Office of Donor Services manages the donor-funded naming opportunity process. The Naming Opportunities Toolkit was created as a resource to guide development officers and development staff through the naming process, as well as to provide in-depth details of NC State’s procedures. This resource contains information about all phases of the naming process, from the earliest phase of inquiry to the final approval by the North Carolina State University Board of Trustees (BoT) and everything needed in between. The Naming Opportunities Toolkit: ● Sets naming best practices and standards to ensure consistency across the university. ● Explains in-depth naming procedures and rules. ● Provides the tools and process details development officers need to be successful. ● Guides college/unit coordinators through each step of the process. The document is kept up-to-date and can be found on the Advancement Services intranet, along with related forms and other resources. Naming opportunities are governed by NC State University policy POL 3.00.02 Criteria and ​ Procedures for Naming Facilities, Programs and Funds. For any inquiries about the donor-funded naming process or if you need assistance, please contact the Office of Donor Services at [email protected]. ​ ​ Naming Opportunities Toolkit 3 | Page ​ The Office of Donor Services, 8/12/19 Chapter 1: The Role of Donor Services in Donor-Funded Naming Opportunities Responsibilities of the Office of Donor Services The Office of Donor Services manages the donor-funded naming opportunity process, which includes the following responsibilities: 1. Donor-Funded Naming Opportunity Identification Donor Services partners with colleges/units and/or the Facilities Division to identify marketable rooms, spaces, buildings and programs for donor-funded naming opportunities. 2. Calculation of Minimum Gift Values for Donor-Funded Naming Opportunities Using information provided by the colleges/units and the Facilities Division, Donor Services analyzes nameable rooms, spaces, buildings and programs to provide minimum gift values to colleges/units based on utility, visibility, location and size. Additionally, Donor Services will compare these calculations to the prospect list to adjust the menu and ensure the overall fundraising goal is achievable. 3. Board of Trustees Approval Process Donor Services coordinates the BoT approval process for donor-funded naming opportunities and proposals. This includes: ● Guiding colleges/units through the process ● Managing templates ● Reviewing and edits BoT materials ● Managing signatures ● Notifying colleges/units of BoT decisions 4. Records Management Donor Services manages naming records before, during and after a facility or program is named. This includes: ● Tracking the status of each naming opportunity and/or donor naming proposal throughout the approval process for. ● Maintaining historic and current NC State naming inventories. ● Providing reports for colleges/units regarding the naming status of existing facilities or programs. Naming Opportunities Toolkit 4 | Page ​ The Office of Donor Services, 8/12/19 Chapter 2: The Donor-Funded Naming Process Reference Guide The Eight Phases of Donor-Funded Naming Opportunities Process Reference The following are the primary points of action in the naming process. The Donor-Funded Naming Process Reference Guide is meant to provide development officers with a checklist of the process to ensure compliance on all steps being executed. Phase 1: Strategic Planning and/or Capital Project Fundraising Approval Step 1 (College/Unit): Gain approval to pursue the naming project from college/unit ​ leadership. For new capital projects, major renovations or program namings, notify the Director of Donor Services of the potential upcoming naming project. Step 2 (College/Unit): Develop a strategic plan and use the following templates to assist ​ ​ you: ● Use the Naming Opportunity Planning Worksheet and Prospect Pool Worksheet: ​ ​ ​ Naming Opportunities. ​ ● Create a strategic stewardship plan and use Stewardship Plan Template. ​ ​ ● Contact Prospect Development to identify potential prospects. Refer to Chapter 5: Strategic Planning, Gift Types and Creation of Funds for additional ​ ​ information, if needed. Naming Opportunities Toolkit 5 | Page ​ The Office of Donor Services, 8/12/19 Step 3 (College/Unit) (Required Depending on the Project): For capital projects that require ​ private funding : 1. Gain approval from University Advancement senior leadership before initiating fundraising efforts by completing and submitting the Capital Project Concept ​ Approval Form (CPCAF). ​ 2. Submit the form to [email protected] and wait for approval before ​ ​ starting fundraising effort. Refer to POL 03.00.01 – Coordination of Fundraising Activities and Acceptance of Private ​ Donations (Gifts) for additional information, if needed. ​ Phase 2: Naming Recommendation Letter Step 1 (College/Unit): Complete and submit the Step 1: Naming Recommendation Letter ​ ​ Request (NRLR). ​ Step 2 (Donor Services): Donor Services will contact the college/unit regarding the next ​ following steps: 1. For facility requests, Donor Services will meet with the college/unit, which may require a tour and opportunities to photograph the facility. 2. Conduct research, analyze the results, calculate minimum gift levels and develop an internal naming map overlay that displays those minimum gift levels. 3. Review the recommended gift minimums before finalizing with the college/unit. 4. Develop and send the Naming Recommendation Letter to the college/unit. The letter will include recommended naming minimums for each facility or program, BoT approval timeline and next steps. Refer to Chapter 6: Selecting Facilities to be Named for additional information on facility ​ ​ selection, if needed. Step 3 (College/Unit): In certain cases, Donor Services will notify the college/unit that they ​ are allowed to make a “soft ask” to a prospect; however, the college/unit must make it clear to the donor that the facility or program has not received official BoT approval to be named. In addition, the recommended gift minimums cannot be published. Naming Opportunities Toolkit 6 | Page ​ The Office of Donor Services, 8/12/19 Phase 3: Board
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