Naming rights are the right to name a piece of property, either tangible property or an event, usually granted in exchange for financial considerations. Institutions like schools, places of worship and hospitals have a tradition of granting donors the right to name facilities in exchange for contributions, with the general rule being that the larger the contribution, the larger the facility named. Naming Rights is divided into three sections: Top Ten Emerging Trends in Naming Rights (escalating ask amounts, using the internet for marketing, etc.), Manager's Tool Box (how to develop benchmarks, worksheets, etc.), and Benchmark & Compare Ask Amounts (reference tables, etc.).