Question

Topic: Strategy

Renaming A Nonprofit

Posted by Anonymous on 6/10/2010 at 1:13 PM ET 250 Points
We are just about ready to rename a 33 year old nonprofit with a substantial donor base and national recognition. How do we refer to the old name (e.g., "formerly XXX" or ???) and how long do we continue to refer to the old name? We will talk about the legacy of the old name in our history, but we are moving to a new identity that provides us with opportunities to grow. We are concerned about alienating our donor base if we move too quickly.

Any suggestions or references are appreciated.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/10/2010 at 1:16 PM Accepted
    I would introduce the new name with creative fanfare. I think that if you're solid in future intentions and respect and share the accomplishments of the old, you don't have to use the old name for more than six-eight months when identifying the organization in public.

    Work during those six months to educate and inform about the mission and future goals of the "new" organization and how it expands on the old. As of January 1, I think you can go with the new name on its own.
  • Posted on 6/10/2010 at 2:11 PM Accepted
    I agree with Phil. It's really important to explain (however briefly) WHY you're making the change. It's doubly important if the new name doesn't capture and explain that reason in itself.

    And as for the duration of "formerly ..." I would say at least 12 months, probably not more than 24. You'll get a sense of this after the first year has passed, and you can plan accordingly from that point.
  • Posted by Jay Hamilton-Roth on 6/11/2010 at 8:41 AM Accepted
    Also - make sure to leave a online paper trail of your name change (press releases, for example) so in a year (or so) from now, can still be able to find your nonprofit with an online search using the older name.
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