Naming Opportunities on Your Campus: Good Idea or Bad Idea? Yes…

I am often asked if providing naming opportunities for buildings, rooms, and other facilities is a good idea or not. This can be a sensitive area, specifically because it has such powerful potential for good or ill. It’s an important and worthy conversation to have; don’t avoid it just because some feel strongly one way or the other.

I confess to a change of heart myself over the years. I was generally uneasy over the idea of naming opportunities some years ago, concerned that it favored those with money and felt like “selling our heritage.” But I have come to understand this need not be the case; done right, naming provides a lot of good.

So, while I understand the different perspectives, I have come to appreciate naming opportunities as a positive force. They can inspire generous gifts and help make your campus a living memorial of who has been important in the history of your congregation and our movement. As a frequent visitor to our congregations, I love reading plaques and photos; this gives me a feel for where you have come from as a congregation.

This is one of those areas of congregational life that is problematic if dealt with on an ad hoc basis. If your congregation does not have a policy in place, get one without further delay. Then, when opportunities arise, they do so in the framework of an established policy, rather than making it up as you go. If your policy is “we don’t do naming opportunities,” put that in your policy file, too.

Without a policy, you may find yourself dealing uncomfortably with unacceptable conditions to a gift, with a potential donor feeling personally slighted if you say no, or with others feeling people with money get special privilege if you say yes. Having clear guidelines and an approval authority in place gives everyone a healthy framework in which to work. Good policies help to ensure that gifts are well received and appreciated.

A few items to consider:

– There are no universal guidelines aligning size of contribution with naming opportunities, but it’s not difficult to provide a range of naming opportunities, from a prominent feature/fixture, to a room, or to an annex or a building. You will want to set your own ranges; naming opportunities will be limited, so don’t be shy about expecting substantial contributions for such an opportunity.

– It’s helpful if you have a standby list of things/places to be named, so offers match your needs, instead of you trying to match church requirements with a gift offer.

– Have an authority that approves gifts. This could be the Board, the property team, or a special group called into session when offers arise. They need clear policies to work from, including the ability to say “no, thanks.” This is important, for example, when someone wants to give something the congregation does not want or need, the individual or group for which the gift is to be named is unacceptable , or something is offered that will incur substantial maintenance costs. Ask potential donors to work from your priority list.

– Most policies allow for naming of loved ones, past members, famous UUs, or organizations consistent with congregational values as acceptable naming conventions. If naming is new to the congregation, consider reserving a place or two and ask for congregational nominations on such a naming – no funds involved.

– The policy should make it clear that several people can combine funds to create a naming gift – this is not just an opportunity for those with funds available in a high range.

– Naming should include a ceremony and publicity so everyone knows why this  is being  done and celebrates it as a part of your history.

– The policy should specify that the plaque or other marker will be as designated by the approving authority, assuring appropriate appearance, size, and location.

– The policy should state the duration of a dedication. Is it for the life of the building or article, for as long as the purpose for which it is used is unchanged, or for a set period (i.e.,10 years or one of the other already mentioned criteria, whichever comes first)?

Know that some members will appreciate these gifts and the historical recognition they represent; others will object on the grounds that it feels like favoring those with money or looks like ancestor worship. An in-place policy helps ameliorate opposition, but it will not likely go away completely. The issues they raise deserve treatment, but don’t allow a minority view deprive you of these opportunities if the congregation as a whole wish to proceed. You might also want to reach out to other congregations that have paid close attention to naming opportunities and have learned how to do them well.

Bill Clontz is a stewardship consultant with the Stewardship for Us Team, supporting the UUA. Reach Bill at bill@stewardshipforus.com, via the UUA Congregational Life office, (http://www.uua.org/finance/fundraising/index.shtml ), or through your regional staff.

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