If there are ratings, divide the money equally between the hightest-rated names. (If the highest ratings were three stars, all three-star names would get a %, even if it's small. <-- These pennies can add up!) I don't like giving preference to the creatives who have more than one, say, 5-star rating -- too much risk of these names being simple variations on a theme.
If there are no ratings...well. Bear with me: This idea is a bit weird, but it's fair, and it would encourage continued participation when we get frustrated with incommunicado CHs. Money from non-rated contests goes into a pool. This pool is divided, quarterly, between ALL SH users on a per-name-entered basis.
I really don't like the idea of SH making the decisions. CHs often pick suboptimal names, and the last thing we need is more subjectivity.