Affiliates and chapters can reinforce your organization’s brand identity. But they can also make rebranding much more challenging. Be sure to bring them along as you build your brand.

Organizations with chapters or affiliates face extra challenges when rebranding. Some of the issues that may need to be addressed are:

• Will the chapters adopt the new messaging?
• To what extent will they align with the parent’s brand elements?
• In what ways (financial, technical and other) will the parent agency help in the adoption process?
• Do some of the chapters/affiliates want to retain their own identities and culture?

How then does the parent organization persuade its chapters and affiliates that a unified brand will benefit them? These suggestions may help.

1. Chart a clear course. A change in branding requires a clear plan and purpose, with a timeline and end goal.
2. Make sure people know what is going on and why. Explain the importance of the change using all types of organizational communications — newsletters, emails, in-house blogs or social media posts — to make sure stakeholders have the opportunity to learn about the benefits of the change through whatever channel of communication they use most often.
3. Provide examples of the benefits. Chapters or affiliates should benefit from the change. Let them know how. For example, the new brand may reach new demographic groups or regions, which will create opportunities to increase membership. Include chapters and affiliates in the brand architecture so they don’t feel as if their identity is lost.
4. Solicit opinions: This is essential to generate buy-in. To start the discussion, the parent organization may ask its affiliates about current perceptions of the overall organization. For example, is the nonprofit perceived as traditional or forward thinking? Is it authoritative or lacking in authority? By determining how different stakeholders rate the organization based on contrasting features, you may more easily gauge the level of acceptance you are likely to get for either a big or small change in branding.
5. Create opportunities for participation. Resistance can be mitigated if people are part of the process. For example, beyond the traditional focus groups, the parent organization could consider a “National Community Planning Week” during which chapter members can voice their opinions about rebranding.
6. Reach out to WOMs – “Word of Mouth” stakeholders. These are key influencers whose opinion is valued and deferred to. Knowing the correct channels for communicating with these key influencers — and convincing them to support rebranding — is an important bridge between old and new.
7. Help them overcome obstacles. Your chapters and affiliates may not know how to implement new color schemes and logos. Provide brand guidelines and templates to make it easy. Training webinars can be a venue for answering questions and showcasing ways in which the rebranding will make the chapters more successful.

Recognizing the concerns of chapters and affiliates is important. So is listening to and incorporating good ideas. But nothing makes everybody happy. Don’t let a few reluctant people derail your rebranding project. It is better to pursue a clear, well-thought-out strategy than to look for a muddy middle ground that smooths things over with stakeholders. Decisions can be made with less than 100% support. In time,  it is likely that even recalcitrant stakeholders will become comfortable with — and even advocates for — the new brand.

By Gil Gilead, Marketing Associate at Red Rooster Group.

A tagline expands the meaning and memorability of an organization’s name. It helps identify the organization and can be as important in your organization’s identity as its name.

The name of an organization is usually accompanied by a tagline, a kind of motto that expands the meaning and memorability of the name. It also helps identify and connect different parts of the organization. The tagline finishes the thought or emotion started by the name.

Taglines can be changed more easily than names to reflect evolving programs or attract new demographics. But, because they are an important component of brand identity, they should not be changed lightly. Keep your organization’s overall tagline in place at least for several years, in order to give it time to become recognized. Really good taglines can be used for decades and become as important in your organization’s identity as its name.

Factors that Affect Tagline Choices

Organization’s Name: If the name is descriptive and tells what the organization does, the tagline can be expressive or evocative. If the name does not indicate what the organization does, the tagline needs to do that job. Consider these combinations for a nonprofit business network:

• Descriptive name with Evocative tagline: Enterprise Connection | Never stop growing.
• Evocative name with Descriptive tagline: Envigor | Energizing your business with advice.
• Descriptive name with Descriptive tagline: Business Alliance Network | The network to grow your business.

Some names don’t require the help of tagline. The name “Feeding America” tells it all.

Complexity of Your Organization: An organization with many programs may have a name and tagline that give an overall feel for what it does rather than trying to describe any specific program. The Salvation Army’s tagline,“Doing the most good,” states the overall mission the organization but does not focus on any particular program.

If an organization that offers many services has secondary taglines to identify specific programs or fundraising campaign, each must retain the colors, typeface, and personality of the organizational logo. This consistency ensures that the program is easily identifiable as part of the overall organization.

Brand Visibility and Marketing Clout: A well-known organization can have both an abstract name and an abstract tagline. This luxury is enjoyed by corporations that can spend a lot of money and get a lot of attention. Apple doesn’t have a tagline that tells people it makes computers. “Think different” positions Apple as distinct from PCs while complimenting their customers for their individuality. Nonprofits usually often don’t have the money to create this kind of instant recognition but many achieve it over time.

Purpose: In addition to identifying the organization, a tagline may also be used as a fundraising theme and a domain name. With a memorable tagline, it becomes easy for people to find you on the web and donate. The United Way uses “Live United” as a campaign theme and its domain name (liveunited.org), which makes it easy for people to remember and donate.

Tagline Do’s and Don’ts

• Avoid generic phrases such as “Helping children” or “Transforming lives.” They don’t distinguish your organization from the thousands of other organizations that help children and transform lives.
• Avoid using trios of attributes, such as “caring, collaborative, committed.” The words usually are cliches that can be applied to many nonprofits, have been overused, and don’t help your organization stand out from the crowd.
• Use active verbs whenever possible.
• Keep it short so that it is easy to say and remember.
• Aim for catchy or emotional impact.
• Focus on your vision and the positive outcomes your organization brings, not just what it does.
• Use your tagline to distinguish your organization from others doing similar things.
• A twist on a common phrase or a surprise in the wording can make a tagline more memorable, as in the Maryland SPCA Tagline: Feel the Warmth of a Cold Nose

Be adventuresome! You want to capture attention.

A name-change should not be undertaken lightly but, in some situations, it may be the best thing that can happen. 

“Change our name? Oh, no!” That’s the usual response when a name change is suggested but it’s an idea that should be considered. In some cases, it may be the best way to boost your organization’s visibility and viability. Or it could be a big mistake. Before making an official decision to change your organization’s name—or to keep it — review the reasons why a name-change may be necessary.

Name is too long.

Nonprofits often have descriptive names that tend to be long and consequently referred to by their initials or some other abbreviated format. The abbreviated version has no meaning for those unfamiliar with the organization and eliminates any value the name had to begin with. The New York City Housing Authority is known as NYCHA (pronounced nigh-cha), which is meaningless to anyone not already familiar with the organization.

Services have changed.

Many organizations modify their services to reflect changing needs of their clients or new demands by funders. The mismatch between name, mission, and current programs may be so great that a new name is necessary. The Jewish Guild for the Blind expanded its services to include healthcare so it became Jewish Guild Healthcare.

Geographic area no longer applies.

When an organization expands beyond the geographic boundaries specified in its name or plans to offer services in new locations, a name change may be needed. Cheshire Occupational & Career Opportunities addressed this issue with their new name Abilities Without Boundaries, which also puts a positive spin on what they do.

Outdated terms are used.

Society’s sensibilities and language change over time. Words like ”Negro,” ”Indian,” and ”geriatric” can raise hackles or are simply no longer effective. United Negro College Fund is now UNCF; the Association of Retarded Citizens is now The Arc.

No one uses the actual name.

Organizations such as the YMCA (which once stood for Young Men’s Christian Association), and the JCC (Jewish Community Center), are referred to informally by their members as ”the Y,” and ”the J,” respectively. Recently, the YMCA has taken note of its public identity by referring to itself as ”the Y.” It has introduced a new logo in which the Y predominates, with YMCA in small letters to the side.

The name is embarrassing to clients.

When the Child Development Center was established 30 years ago, it was among the first special-education facilities in New Jersey. Now the name is both inaccurate — it is an accredited school, not a development center — and embarrassing for teenage students who refer to it as CDC. The new name, Westbridge Academy, instills pride and fits into the expectations of students and parents.

One program has overshadowed the organization itself.

A signature program can become so well-known that other programs — and even the organization itself — get lost to public view, along with opportunities to fund them or increase participation in them, representing lost opportunities for donations and engagement. That was the case for the Council on the Environment of New York, the group behind New York’s noted Greenmarkets. The organization changed its name to GrowNYC to give equal weight to its environmental education and recycling programs, and to dispel the notion that it was a government agency.

Inconsistent use of the name.

In some cases, organizations have an official name but use it inconsistently, and sometimes interchangeably with taglines or other descriptors. For example, a public radio station may use its call letters as part of its name or identify itself as a ”public radio” station, or may use its tagline to describe the type of station it is. This inconsistency can cause confusion among both donors and listeners.

To de-emphasize a religious or ethnic connotation.

Organizations founded by religious organizations may want to expand their fundraising and their services to wider audiences. Some change their names to remove or minimize the religious aspect and emphasize their mission instead. The Christian Children’s Fund changed its name to ChildFund International in order to expand its work in Muslim countries. Sephardic Bikur Holim refers to itself as SBH to attract corporate sponsors, and Incarnation Camp, funded in part by the Episcopal church, emphasizes its division names — Pequot and Sherwood — in its marketing.

Reputation has been hurt by scandal.

After the advocacy organization ACORN was embroiled in a scandal, negative ramifications rained down hard on all its chapters. Several were renamed to distance themselves from the scandal. Larger organizations with longer histories and stronger brands, such as the American Red Cross and the United Way, have overcome scandals without such drastic action.

Legal action may be threatened due to name similarities.

Whether perceived, threatened or actual, legal action from another entity claiming trademark or copyright infringement or other violations may prompt an organization to change its name. Komen for the Cure recently filed suit against other nonprofit cancer organizations using ”for the cure” in their names.

A merger has taken place.

When organizations merge to form one entity, multiple naming options arise. The name of one organization may be kept, the names may be combined, or a new name developed. When Jewish Funds for Justice merged with Progressive Jewish Alliance, the new organization was called Bend the Arc. When VCG — the Volunteer Consulting Group — merged with Governance Matters, the organization created a combined name, VCG Governance Matters.

A large donation requires the change.

A large donation, request from a funder or special requirements attached to bequest may prompt the organization to change its name. After NYU Medical Center received $200 million from Kenneth G. Langone, a billionaire financier and a founder of The Home Depot, the hospital was renamed NYU Langone Medical Center.

If any of these apply to your organization, you may want to consider changing the name of your organization to benefit your brand.

You’re not alone out there where you try to generate interest from volunteers and donors or recruit dedicated staff. Pay attention to and evaluate the brands of competing organizations. You may find opportunities for growth as well as areas in which you need to up your marketing game in order to fulfill your mission.

Nonprofits often don’t think in terms of “competition.” After all, they are all trying to better the world. But nonprofits, like for-profits, must attract attention, make sure their value is appreciated, and entice people to take action. While they may not try to steal clients from each other, nonprofits do compete for volunteers, donors, members, and a place in the inbox– rather than the spam box — of your audiences.

You may think your organization is unique, but the general public may not be able to distinguish it from others. For example, many organizations raise money around diseases but distinguishing those that raise money for, say, cancer research or support for cancer patients, can be difficult. But for clients and donors, the difference matters.

Find Out What’s Out There

Start by assessing the brands and services of organizations similar to yours. You want to establish:

• how the services or programs you offer are unique — it may be that the mix is unique
• where to find supporters for your mission and vision that you may have overlooked
• what messages resonate with supporters
• what visuals they use in messages and logos

Distinguish between those that are successful in their outreach from those who are not. Understanding how successful organizations present themselves can help you understand what changes, if any, you need to make in your branding message and image in order to connect with your audiences.

The objective here is to sort out how your organization differs from its competitors so that the branding message conveyed by your organization emphasizes its strengths and distinguishes it from other organizations. You want your brand to be unique and clearly differentiate your organization from all other organizations, both nonprofit and for-profit, both in value and visually.

Review Your Sector Landscape

How you go about a competitive review depends on what you want to find out. Start with the big picture: Who’s who within the universe of similar nonprofits? Spend a few hours on the Internet searching for like-minded organizations. Then go deeper:

• Talk with funding sources that give money to organizations with similar missions. Ask what they look for in the groups they support.
• Speak with stakeholders at other nonprofits within your sphere to find out what resources are needed to help your common cause. Ask how you might work together.
• Review industry-related publications and media coverage of like-minded nonprofits to learn their story and how they are telling it.
• Visit sites like Charity Navigator or Guidestar to find funding and organizational data of other nonprofits.
• Study marketing and communications materials from other organizations to learn their “language” and how they visually present themselves to their audience.

Conduct a Competitive Review

Now that you have an overall view of the sector, narrow your focus to those organizations that are the most direct competitors for funding, members, or clients. Also look at other entities likely to be confused with your organization. Here’s what to look for:

• What types of names are used (descriptive, abstract, acronyms, etc.)? Do they have a similar tone? Do they assume any industry knowledge?
• What is their mission and do they convey it clearly?
• Do they have a compelling tagline?
• What icons and keywords do they use in their logos?
• How do their services compare with those offered by your organization?
• What are their strengths and weaknesses compared to your organization?
• What are the differences in their philosophy and approach?
• What trends in the sector might affect the direction your organization is going?
• Do you see any services or programs that are needed but not provided by anyone?

Outcomes of Competitive Review

If you discover that your organization is simply one of many indistinguishable organizations, you may face have a hard time making your nonprofit sustainable for the long-term. The Competitive Review is an opportunity to reconsider strategic options, such as:

• dropping programs that are better done by other organizations
• merging or forming strategic alliances with similar organizations
• narrowing the focus of your services to those populations that are underserved by the current mix of nonprofits
• broadening your services to include a service needed by your clients but not offered by anyone
• changing your organization’s name, logo, or tagline to differentiate it from similar organizations

Evaluating and keeping track of the competition helps your organization maintain its competitive edge by ensuring that it stays relevant and stands out from the crowd.

If your organization is considering changing its name, there’s a lot to think about. A new name can provide a renewed sense of vigor for the organization, but it can also be a frustrating process if not handled correctly. Keep in mind these factors for creating a successful outcome.

1. Recognize that developing an effective name is difficult. With 1.6 million nonprofits in the United States, plus those overseas (accessible everywhere online) and millions of businesses, many good names (and URLs) are taken. Understand that it’s not as easy as it seems to come up with the right name that perfectly expresses what your organization stands for, and is available.

2. You need a clear process. From egos and office politics to the creativity needed generate a great name, there are myriad of aspects of the name change process that need to be managed. To ensure that everything goes smoothly, you need a rigorous process that clearly defines all the steps.

3. Understand why you are changing the name. Changing out of necessity or opportunity will dictate different approaches. See this article for a list of reasons.

4. Involve the right people. Your name change is an opportunity to galvanize people around your shared vision, so be sure to include a the appropriate cross section from your staff, board, donors, partner organizations and other key constituents. The challenge is incorporating all perspectives so that everyone feels heard and managing the expectations that not all needs can be met.

5. Know where you stand. Your organization is not operating in a vacuum. Conduct research to assess the level of brand recognition, positive and negative attributes, and audience perceptions of the name. What do people think of your name, and will they care if you change it?

6. Prepare for change. Understand your organization’s propensity for change and have strong leadership to usher the organization through the process and build consensus. It’s important to consider people’s potential responses to the name change and to be able to pro-actively address any resistance to change.

7. Know your target. Before you start generating names, you need to know what you are aiming for. It helps to develop a Brand Statement that expresses that you want to convey, and to establish criteria for the new name. For example, does the name need to reflect your organization’s mission, respect the organization’s history, etc. What are the practical considerations, such as words that must be included or excluded, a tagline that must be used, a certain length, legal issues, chapter, parent or international affiliate considerations, or other expectations or limitations. Also consider the tone you want the name to convey.

8. Go wide. In developing potential names, it pays to think outside the box and generate hundreds of potential possibilities. Cast a wide net to get the best ideas, and then edit them down based on your criteria.

9. Respect nuances. Understand the subtle differences between words that can effect the perception of a name and what is acceptable. For example, the words “network,” “clearinghouse,” and “association,” all have to do with the exchange of information, but they all have different connotations.

10. Be creative. Nonprofit names don’t have to be mundane — they can and should be appealing. So aim for one that will capture the imagination of your staff, donors, and clients, not merely describe your services. Which would you rather support: Jumpstart NYC or the New York City Small Businesses Administration Program?

11. Field test. Before settling on a final name, see how it works in various contexts, for example, on a business card, on your website (how it works as a URL), on interior and exterior signs, when answering the phone or on voice mail, in directory listings, etc.

12. Look smart. Your name will usually not live alone, but must be represented graphically. Consider how the name works with the logo or develop a new logo to go with the name. If you are going to change the name, take advantage of the opportunity to create a positive impression with a professional logo design.

13. Connecting with the old name. Consider if the old name should be recognized in some way (such as “formerly…”) and how that should be done (with the old logo, or just a line of type, how prominent, and for how long, etc.). Having this plan beforehand, can help you make judicious decisions regarding the best way to roll out the new name and in replacing old stationery and materials and updating your website.

14. Spread the word. It’s typically best to have a plan for informing your different audiences appropriately in a timed sequence, for example, starting with the staff and board and moving out toward large funders and donors and partners before announcing it to the public. Your plan will depend upon the size and nature of your organization and its board (or multiple boards), and other constituents including size and type of donor base, funding sources, organizational partners, and clients served. Also take into account the connection between the old and new name — whether the new name is completely different or uses some part of the old name, and how different the old and new logos are.

15. Implement smartly. Consider the full scope of what needs to be changed and have a plan for managing that. For example, you may have a hard launch in which the new name is introduced on a certain date, or a soft launch in which older stationery and materials are used up and the new name is introduced when new materials are created (within a certain timeframe). And plan for staff training on how to and when to use the new name.

A great name can give your organization the recognition it needs, so take the proper steps to plan appropriately for success.

Download a pdf of this article here.

• If you feel that your organization’s name is not as effective as it can be, contact us to discuss the options.

Doctors Without Borders is a successful name. But what about other organizations that copy the name like Lawyers Without Borders or Engineers Without Borders? Is that a smart strategy? This article provides an answer.

Names Provide a Shorthand for Understanding

Since many nonprofits missions are complex, the name of the organization can act as shorthand in helping people understand what they do. The name Doctors Without Borders does this very well. You get a clear picture of doctors personally helping other people regardless of nationality, politics or religion.

So it is understandable that other organizations, such as Lawyers Without Borders, Engineers Without Borders, and other organizations using that naming formula, would want to capitalize on that same shorthand to explain their mission. After all, why go through a lengthly description what you do, if there is already a frame work that people are familiar with?

A Strong Name Is Essential for Recognition

It’s a very busy world, and there is a lot of competition – with about a million nonprofits registered in the United States, the public has a difficult time distinguishing between groups with similar missions or similar names. Nonprofits need to do everything they can to stand out. Lacking large marketing budgets for advertising or online promotion, an organization’s name plays an important role in catching people’s attention, distinguishing the organization, and conveying its mission.

A Memorable Name

What makes Doctors Without Borders a strong brand, is that its model was innovative and compelling when it was founded nearly 40 years ago. The concept of flying doctors into another country to help people in need captured people’s imaginations. It exemplified the best of humanity and selflessness. And with its uniqueness and memorability, it is no surprise that it became a very strong brand.

The Problem of Copying a Unique Name

The problem with other organizations that borrow the nomenclature, is that they are not the first group to use that approach, and so they can’t really capitalize on that uniqueness. Being the first organization to create a new model for service counts for something. People like to donate to leaders. So while organizations that copy that model gain the advantage of easily conveying their mission, they lose the ability to claim uniqueness and a leadership role. And as a result their fundraising appeal is not going to be as strong.

Part of the fundraising appeal is the relevance of your mission. Times have changed since Doctors Without Borders was created. The concept of helping people across borders is no longer unique. The internet allows people to assess and help people in other countries directly.

Emphasize the Organization’s Impact

An organization founded more recently should take this into consideration. People like to know what impact their donations have, so a better naming strategy would be to emphasize the impact that the organization achieves (for example, emphasizing how the lawyers and engineers are changing people’s lives).

Search Engine Considerations

Another consideration these days, is how names appear in search engines. Using part of the name of another organization limits the unique words that are searchable. For example, searching for “without borders, nonprofit” in Google, delivers pages of results, all vying for attention, and the one that started it all (Doctors Without Borders) is lost in the mix.

> Download a pdf of this article here.

If you feel that your organization’s name is not as effective as it can be, contact us to discuss the options.

There are many reasons for nonprofit organizations to change their name. Whether out of opportunity and the desire to express the mission better and attract new donors, or out of necessity stemming from external factors. This article describes 15 reasons that prompt nonprofits to change their name.

1. Length is too long. It’s common for nonprofits to have Descriptive Names. But these tend to be long and are often referred to by their initials. The abbreviation loses the meaning for those not familiar with the organization and undermines the concept of having a Descriptive Name to begin with.

2. Services have changed. Faced with changing needs or demands by their audience or funders, many organizations evolve by evolving their services or scope beyond their original mission. At some point, the name no longer represents what the organization does, and mismatch becomes too great enough to prompt the new name.`

3. Geographic area no longer applies. When an organization expands beyond the geographic scope specified in its name, or is planning on offering services beyond that area, a name change may be needed.

4. Outdated terms are used. Since society’s sensibilities and language changes over time, words like negro, Indian, retarded, and geriatric can be politically incorrect, have negative connotations, or simply no longer be effective. United Negro College Fund is now UNCF, what was the Association of Retarded Citizens is now The Arc.

5. The name no longer works. In some case the organization’s name no longer reflects what the organization does or is inaccurate in some way, or conveys a misperception about the organization. Real Estate Advisory and Development Services (READS) is a nonprofit organization serving other nonprofits, but its name made it seem like a business. To address this, they took the unusual tact of using their tagline, Build with Purpose, as their organizational name, and adopted a new tagline, “Real Estate for Social Change.”

6. No one refers to the actual name. Organizations such as the YMCA (which used to stand for Young Men’s Christian Association), and the JCC (Jewish Community Center), are referred to informally by their members as “the Y,” and “the J,” respectively. Recently, the YMCA (which is a distinct organization from the YWCA, by the way) is taking advantage of that and referring to itself as “the Y,” introducing a new logo, which has the small letters YMCA on the side of a large Y.

7. The name is embarrassing. When the Child Development Center was first established 30 years ago, it was among the first special education facilities in New Jersey. Now, with hundreds of competitors, the name is both inaccurate, since it is an accredited school, not a center, and embarrassing for teenager students who would refer to the school as CDC. The name Westbridge Academy instills pride and fits into the students’ and parents’ expectations.

8. Confusion with other organizations. With the proliferation of nonprofits over the past several decades, there are now nearly 1 million nonprofits in the United States making it confusing for the public to distinguish between groups (and businesses) with similar missions, messages or names. Where once, a local charity was the only one of its kind, it must now compete with many other groups with similar missions, and a distinctive name can help it stand out.

9. Program is more prominent than the organization. For some organizations, their signature programs are more well-known than the parent organization. This might represent a lost opportunity for funding or increasing participation in the organization’s other programs. That was the case for the Council on the Environment of New York, the group behind New York’s noted Greenmarkets. This prompted them to change their name to GrowNYC. When the Lance Armstrong Foundation’s yellow wristband reading Livestrong gained massive recognition, the organization’s name was changed to the Livestrong Foundation.

10. Inconsistent use of the name. In some cases, organizations have an official name but use it inconsistently or interchanged with other elements. For example, a public radio station sometimes uses its call letters as part of its name, sometimes identifies itself as a public radio station, and uses different taglines to convey different aspects of its message. Developing a single use of the name, or new name, can address these issues.

11. To remove the religious connotations. As organizations once founded on religious principles attempt to appeal to wider audiences for funding, some are changing their names to remove or minimize the religious aspects. Another reason that Christian Children’s Fund had in changing its name to ChildFund International, was the ability to work in Muslim countries.

12. To signal change. Organizations that want to signal a new direction for the organization, choose to change their name. When the Solomon Schechter Day School Association wanted to pro-actively signal a new brand positioning for the Jewish Conservative Day School movement, they changed their name to Schechter Day School Network and introduced the tagline: Engage the world.

13. To hide from malfeasance. After advocacy organization ACORN was embroiled in a scandal, the negative ramifications rained down hard. Several of the organization’s statewide chapters renamed themselves to distance themselves from the problem. Other organizations, such as the American Red Cross, and the United Way, have stronger brands, allowing them to overcome scandals.

14. Legal action. Whether perceived, threatened, or actual, legal action from another entity claiming naming infringement or other violations may prompt an organization to change its name.

15. A merger. When two or more organizations form one entity, sometimes one organization’s name is adopted, and sometimes a new name is developed, often a combination of the two names.

16. Donor requirements. A large donation, request from a funder, or special requirement or bequest may prompt the organization to incorporate the donor’s name into the organizational, program or facility name.

Based on our experience with organizations looking to change their names, this is our list of reasons that we have seen. If your organization needs to change its name for another reason, please let me know, and I’ll add it to this list.

> Download a pdf of this article here.

If you feel that your organization’s name is not as effective as it can be, contact us to discuss the options.