NAMING: Nonprofit Naming Considerations

The name of your organization can say a lot about who you are, what you do, your values and your audience. While a great name won’t guarantee a steady of stream of funds, it can help distinguish your organization in this increasingly competitive world. Conversely, a poor name may confuse your organization with another or misrepresent your mission or audience.

Deciding whether to change the name of your organization should take into account many factors. While not exhaustive, this list should get you thinking about some marketing, legal, funding and logistical issues to consider. And remember to market-test any names you are considering (even informally to staff and cients) and hire an attorney to do the proper searches to ensure that prospective names are available and protectable.

Marketing

• Does the name support your mission and branding attributes?
• Does the name indicate our audience?
• Does the name distinguish you from your competition?
• Does the name inspire confidence?
• Does the name have a positive connotation?
• Does the name have an emotional component?
• Does the name suggest something physical?
• Does the name have a metaphorical meaning?
• Does the name appeal to your audiences?
• Will the name allow your organization to expand services?
• How easy is the name to spell?
• How easy is the name to say?
• Does the name translate well into other languages?
• Is an appropriate URL available?

Legal

• What is involved in changing the name (what will it cost? How long will it take?)
• With what government or other agencies will you have to register?
• Can you be incorporated under one name and use another name for business?
• What are the considerations for doing that?
• How will a name change effect filing taxes or other reporting or accountability issues?
• Is the new name legally protectable (unique enough to be protected, and distinguishable from other organizations to avoid infringement)?

Funding

• How will the name effect funding?
• Will the new name effect current funding sources?
• Will a new name help to attract new funding sources?
• Will you have to reregister with organizations?
• How will having a new name effect charity rating services or watchdog organizations?

Logistics

• What will you have to update with the new name?
  • Marketing materials (stationery, business cards, brochures, etc.)
  • Online marketing (website and other online marketing)
  • Directory listings (phone books, charity lists, etc.)
  • Internal systems (billing systems, phone system, etc.)
  • Customers and vendors and partners (and their systems)
• Who has to agree to the name?
• What is involved in getting board and staff acclimated to new name?

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