January 2012 - Parks & Recreation - 32

Naming Rights
Weiss notes that the use of naming rights is a great
strategy for tapping into private sector money. " People will give you money to get their name on things, "
he says. " Also, corporations are sitting on a record
amount of cash. They like their name associated with
healthy things, and we are it. It's a business deal, so
you have to give them certain recognition. "
For Portland Parks Foundation, naming rights have

not only brought in significant funding-but the attributions have also been applied in tasteful ways.
" I think there's a misperception...that putting a company or nonprofit's name on a donated park or piece
of equipment somehow hurts the visitor experience, "
Hardigg says. " If done respectfully, it accomplishes
a lot of good: it makes the donor feel appreciated,
so they're more likely to give again. " And the public, when they see the names engraved in plaques

PROFILE

Portland Parks Foundation in Portland, Oregon
The Portland Parks Foundation was founded in 2001 and is currently led by Executive Director
Nick Hardigg. It has raised more than $10 million since the hiring of its first executive director in 2002.
Projects they have helped to fund include the creation of Holly Farm Park in a low-income neighborhood, equipping parks with handicap-access and resurfacing 96 outdoor basketball courts.
According to Hardigg, the foundation's current operating funds are largely provided by major donors-a core group of 100 people in the " Legacy Circle, " who give a thousand dollars or more per year
to cover the foundation's basic costs. " We then raise restricted funds for projects, programs, and parks,
and charge an administrative fee and sometimes direct fundraising expenses to defray at least part of
those costs, " Hardigg says. During its first decade of existence, he says foundation grants were essential in building that base of donors. " The other major revenue source is 'in-kind' support-the volunteer
engagement of our board. Our board helps open doors for me to meet with donors, can fundraise for
us, and provides expert assistance and advice, " he says. One area not in Portland Parks' business model,
but recommended by Hardigg is earned revenue. " If parks foundations can have earned revenue
through renting out space or selling merchandise, that can be helpful, " he says. 
Nick Hardigg

30	 Parks & Recreation   J A N U A R Y

Portland Parks and Recreation

Les Smith and
Mamie Wheeler
of the Portland
Marathon (center)
present a $4,000
donation to
Portland Parks
Commissioner Nick
Fish (far right)
and Nick Hardigg,
Executive Director
of the Portland
Parks Foundation
(far left).

2 0 1 2    w w w . N R P A . O R G



January 2012 - Parks & Recreation

Table of Contents for the Digital Edition of January 2012 - Parks & Recreation

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