Trade-Offs in Museum Naming Rights - NYTimes.com: Luckily, Mr. Rush said, the university’s hundreds of thousands of alumni are known for their school spirit. It also helps that the museum is offering naming opportunities; one gallery will bear the name of Edward Minskoff, the New York real estate developer and a Michigan State graduate. Mr. Minskoff wrote in an e-mail that the Broad name, if anything, encouraged him to give. “Eli is one of the most important collectors in the world, and it will only serve to attract other prominent contributors,” he wrote.
Often, though, putting a wealthy donor’s name on the door discourages giving, according to Mr. Munitz and other experts. (He named the Menil Collection in Houston, the Nasher Sculpture Center in Dallas and the Pulitzer Foundation for the Arts in St. Louis as three museums facing that challenge.)
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