Just as there are many reasons for changing your organization’s name, there are also good reasons for retaining it. You can refresh your nonprofit’s brand without changing its name.
People balk at changing an organization’s name due to gut-level, emotional reactions and for very practical reasons. Make sure you take a good look at why people are against a name change. The opponents may be right. Rebranding doesn’t always require renaming.
There’s a strong emotional connections to the current name. Constituents, both internal and external, may feel a strong personal connection to the organization and may vehemently object to any change. This is especially true of social service agencies whose board or staff members were there at the organization’s founding or who were helped by the agency under its current name. As a result, they may have deep emotional attachments to the name. Or the name is connected to a founder and changing it may feel like diminishing the value of the founder’s contribution to the organization or to society. The potential of a new name to attract more funding and help more people may be enough to overcome these objections. So, too, may a transition plan that introduces the new name slowly as the current name is retired.
The current name has strong brand recognition. Despite its flaws, the current name may have strong brand recognition among clients and donors that will be lost if the name is changed. Or important affiliations may be lost. If the organization is a chapter or affiliate of a larger organization, it may lose the good will and visibility created by that connection.
It will be a waste of money. People may worry that time and money will be wasted because the new name will not bring about the desired tangible results, such as increased donations and brand recognition. This is a valid concern. The advantages of a name change, in visibility and fundraising, should be quantified before undertaking the project.
Changing the name will have negative implications. Some may worry that donors and constituents will view the name-change as an admission that the current brand has been mismanaged or that the organization is changing its mission. “Why now?” is a question that may arise and lead to inaction unless you’ve done the research and can present a cogent case for the change while reassuring constituents that the change is in keeping with current policy, mission, and values. If name-change is due to a change in your mission, that must be made clear to constituents during the process.
Intellectual property will be affected. The organization has intellectual property assets that would be negatively affected, such as a publication, an award, or event. The names of these may need to be changed as well, again risking the continuity of recognition by researchers, donors, clients, etc.
Making the change will be too difficult. Sometimes, people or the organization may not be amenable to change. They just don’t like it. If such feelings are deeply entrenched, it may not be possible to overcome them. However, it may well be that a gradual process that includes eliciting their ideas can unstick them and, if done correctly, even make them enthusiastic evangelists for the new name.
Accomplishments of constituents may be devalued. Changing the name may diminish the value of certificates or designations issued in the past. For example, certifications, degrees or awards issued by the organization may become meaningless when cited by past clients or members.
Search engine results might be negatively affected. If your organization has built up strong search engine results, you may be reluctant to abandon the name that has led to that success. Search engine optimization is one factor to consider when crafting the new name but, if SEO is an important part of your outreach, a new name may not be the best idea.
Too much staff time is required. Staff resources will be redirected from providing services to the name-change project. This is a valid concern. Someone — or several people — will have to focus on the research and creative process required for a name change rather than on their usual work. Even if an outside agency is hired, you will need to designate people within the organization to work with them.
Cost will be prohibitive. Changing an organization’s name costs money in addition to the process itself. Stationery, signage, printed materials, uniforms, etc., must all be redone. The cost can be minimized by phasing in the new name and using up existing supplies before the full launch of the new name.
Legal ramifications. The name change may affect contracts with government agencies and copyrights on printed materials. These peripheral consequences certainly must be examined and understood before undertaking a name change.
