When they need a name change, our clients partner with us to guide them through the process. Changing a nonprofit’s name is one of the most invigorating efforts an organization’s leaders can undertake. When a name no longer serves your organization—or worse, leads to confusion—a change absolutely must be made.
We understand that a name change is an important milestone for your nonprofit, so we’re sharing five tips to ensure that your new name, if you’re ready and brave enough to make a change, will hit the mark.
Naming is hard. It requires reflection and commitment from a nonprofit’s leadership team. That said, nothing offers greater opportunity for breathing new life into an established organization or cementing the vision of a new one.
Here are five things you can do to help your nonprofit’s new name hit the mark:
To illustrate renaming done right, let’s look at San Francisco Green Schoolyard Alliance. Initially, this nonprofit focused solely on making San Francisco’s school-grounds greener. (Greener is a feature, but what are the benefits?) As it grew, the organization expanded its focus; it sought to enhance the educational experience of San Francisco kids. (Now that’s a benefit!) Today, it seeks to reformulate the way urban schools nationwide use their outdoor learning spaces.
After we re-articulated the organization’s brand promise—“Advancing public education outdoors”—it became clear that the old name was not as strong as it needed to be. It didn’t align with the brand. It focused on features, not benefits. It sent the wrong message. It lacked emotion.
During the renaming effort, Mission Minded first helped organization leaders articulate a new brand that reflected the organization’s evolution and value to the community. Then, we helped them set criteria for what their new name should accomplish. We worked with them to generate new names that spoke to their most powerful characteristics and outcomes. Their new name was born: Education Outside.
This nonprofit’s new name focuses less on programmatic details (physical schoolyards) and more on impact—holistic learning made more effective through the use of outdoor spaces. We tied the organization’s new name to a new logo and tagline, yielding a splashy new identity that better represents the organization’s mission and meaning.
In just two words, stakeholders now understand the impact of the organization and can proudly align themselves with a nonprofit that supports “Education Outside.”
If your organization is considering a new name, take a look at a few of our other resources to make sure you do it right.
*Editor’s note: This post was originally published in September 2013 and has been updated for accuracy and comprehensiveness
Sarah R. Moore, our Director of Brand Strategy, joined Mission Minded from a career that has spanned both the private and nonprofit sector.
See all posts by Sarah Moore