What’s in a Name? The Ethics of Building Naming Gifts

In this article published in the Stanford Social Innovation Review (March 2024), Anne Bergeron explores existing research on the ubiquitous practice of naming rights for cultural sector buildings. She addresses the undemocratic nature and symbolic social power of such gifts, and considers them through the lenses of seven moral philosophies. Recognizing that naming gifts can harm when donor actions deviate from societal norms, she offers a new methodology that applies moral insights to capital fundraising that is ethical, inclusive, equitable, and fair. Anne concludes by urging nonprofit leaders to demonstrate moral courage when fundraising for capital initiatives.

Photo credit: The Pantheon Temple in Rome. Courtesy of April Nicole, 2022