Whether you’re renaming your nonprofit or starting a new one, the name you choose will be the first impression people have of your organization. A great name can convey your mission, attract donors, and ensure that your cause is easily understood and remembered. Conversely, a confusing or forgettable name can make it harder for your nonprofit to gain traction.
Needless to say — there’s a lot riding on it.
Here are the biggest mistakes nonprofits make when naming themselves and how to avoid them:
Avoid Clever Plays on Words
Sure, a witty or clever name might get a few smiles, but it won’t help potential donors understand what you do. Take a moment to consider a name like “Pawsibilities.” Cute, right? But what does it tell you about the mission of the organization? Are they rescuing pets, providing veterinary care, or something else entirely? A name that is too clever can obscure the purpose of your nonprofit, making it harder for people to connect with your mission at a glance.
Don’t Name it After Founders
Naming your organization after its founders might seem like a tribute, but it rarely tells potential supporters anything about the mission. “The John and Jane Doe Foundation” doesn’t provide any insight into what the organization does. While it might mean a lot to the founders and those who know them personally, it fails to communicate the nonprofit’s impact to the broader public. While there are examples that contradict this advice (e.g., The Jimmy Fund), they often have strong marketing partners, regional name recognition, or a long history to stand on. My advice, save the personal accolades or story for the ‘About Us’ section on your website.
Steer Clear of Acronyms
Acronyms are another common pitfall. While they might make sense to those within the organization, they can be meaningless or confusing to outsiders. “T.A.C.O.” might stand for “Teachers And Community Outreach,” but without that context, it’s just a tasty snack. Unlike corporations or government agencies with vast marketing budgets to explain their acronyms (think NASA or GE), most nonprofits need to make their mission clear from the start.
Make it Mission-Driven
The number one rule when naming your nonprofit is to make it mission-driven. This advice seems obvious but is often perceived as too simplistic by those involved in the organization. Take “Save the Children” for example. Most people can’t tell you which children are being saved, how they’re being saved, or even where, but they’ll still donate at the checkout line in support of their work. This is because the name itself communicates a powerful mission, making it easier for people to understand and support the cause.
Nonprofits don’t have the luxury of extensive marketing budgets to explain their purpose through clever ads and slogans. Your name needs to do the heavy lifting by making your mission obvious. It’s the first and sometimes only chance to make an impression on and connect with potential supporters.
Choosing a name for your nonprofit is hard. Steve Jobs famously said, “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” Once your nonprofit’s name clearly conveys the purpose and impact of your organization, you can begin to build a movement to move mountains.
Do you have other examples of nonprofit names that hit the mark or ones that miss? What are other mistakes nonprofits make with their names? Share your thoughts in the comments below.
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