It’s well known that traditional B&M universities reward generous donors by putting their names on buildings (or other parts of the school). Seems that people like the idea of having their names permanently attached to the B&M facilities of a prestigious university -- plus the donation is tax deductible. So for example, Forbes College at Princeton University reflects a generous gift from the Forbes family. But what about online, for-profit universities ? They can’t really play this game. Online for-profit schools generally have no B&M facilities and little prestige -- plus you can’t make a charitable donation to a for-profit institution. So the incentives to give money for naming rights just isn’t there. But Bridgepoint Education (owners of Ashford University) have come up with a new strategy. Instead of requesting money in exchange for naming rights, they offer money in exchange for naming rights. And that’s why there is now a “Forbes School of Business” at Ashford: So there are now facilities with the "Forbes" name at both Princeton University and Ashford University. In one case, the name reflects the flow of money from Forbes to the school. In the other case, the name reflects the flow of money from the school to Forbes.