Schools desperate for funding during a sluggish economy have started to turn to private companies and individuals for financial support. For example Newton, MA’s aldermen are deciding on a controversial proposal by the Newton Schools Foundation. The plan is to raise as much as $6 million for educational technology for the Newton Public Schools by selling naming rights to high school spaces.
The district wants to expand the wireless capacity at schools, test out iPads, and offer teachers additional training. This however would cost them approximately $5.6 million over three years. That is far more than the current $1 million annual technology infrastructure budget. If the plan is approved, they should be able to fund all of this technology but at what cost?
The controversy with the naming rights issue comes down to the philosophical question of how much private commercial branding should be brought into the public schools. Is it morally acceptable to allow a private company into a public building and promote their product? Another issue is if Newton, MA were to allow naming rights, what names or types of businesses would be allowed and what may be deemed inappropriate? This easy corporate money may come at the cost of promoting items that for one reason or another some may find offensive. A part of the building could be named after a soft drink, candy bar, sneaker company that runs a foreign sweatshop, or a magazine or newspaper that has a slanted point of view.
The Newburyport Education Foundation has been selling naming rights for a few years. They have been using some of the money raised to update technology throughout the Newburyport Public Schools. They maintain that this money is used for underfunded items such as technology and not for funding basic school needs. Their approach is to sell naming rights as a tool to motivate large donors to donate money and recognize them for their contribution. They have raised as much as $1 million in three years.