If you are wondering if it is time to change your name, ask yourself these questions: Should your organization explore changing its name? It’s typically connected to your tagline and logo too, so while it can’t tell your whole story (remember, it’s job is merely to identify you), it is a critical element in establishing your voice. Your organization’s name is also just one aspect of your brand identity. Getting your name right is hard… and knowing when and how to change it is even harder. It’s on your business cards and email signatures, staff and board member’s LinkedIn profiles, the envelope flap of your appeals.
A name is your organization’s first and most widely traveled ambassador: it goes everywhere. Your nonprofit’s name has one job to do: accurately identify who you are. But in the end, they will get used to it and start to infuse new associations with the organization (or being) as their experiences inform their perception, rather than their history or beliefs. Their reactions will make you smile or cringe.
They will share stories of places or things that come to mind when they hear the name for the first time. Naming your nonprofit organization is a bit like naming your child (or fur baby, in my case).
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