Pitfalls of naming

What's in a name? Many buildings are named to steward donors and inspire prospects. But when it comes to entire schools, colleges and universities, changing a name can mean angst, protests and lost donations. Three examples, three outcomes:

Chandrika and Ranjan Tandon gave $100 million to New York University's engineering school. A renaming announcement last fall set off protests and a petition from some alumni, students and others about this being the fourth name in a decade and the loss of the term "polytechnic," which had historical significance to stakeholders. "The dean is actively engaged with students and alumni to talk about ways to keep the name 'polytechnic' honored properly," says spokesman John Beckman. But, as of October 2015, the name is the Tandon School of Engineering.
Some 300 miles north, Paul Smith's College was in financial straits last summer when a donor offered $20 million. The college would be renamed Joan Weill-Paul Smith's College. But hundreds of alumni wouldn't hear of it. Neither would State Supreme Court Justice John T. Ellis. He ruled that the college hadn't proved a need to violate its founding donor's will, which specified that the college would be "forever known" as Paul Smith's. The college did not appeal, and Joan and Sanford Weill decided not to proceed with the gift. Other major donors, however, have since stepped forward and a Coming Home Challenge campaign includes a matching gift offer.
People didn't always realize that The College of Idaho was private and sometimes confused it with nearby institutions. All of that hasn't changed. What did change in 1991: The board renamed the institution Albertson College of Idaho to honor longtime donors and alumni Joe and Kathryn Albertson. Fundraising became easier because the campus sounded private—but also harder because of assumptions the family was supporting it. And some alumni felt unconnected to this new name. So just 16 years later, a new board changed the name back. The Albertson family has since donated another $50 million.

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Donors get dibs in higher ed

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