You guys enjoyed talking about non-profit name changes previously, and there’s a lot of great work being done here, so we’re revisiting the topic.
How Non-Profits Benefit From Powerful Name Changes
Check out our latest tellthetruths video to catch more intriguing examples of the ways in which non-profits are changing their names to be more emotional and convey a sense of urgency.
Then, be sure to let us know what YOU think, or share any other examples you might have.
This video originally appeared in LinkedIn.
If you enjoyed this video, check out:
Naming Using Emotional Benefits
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and I want to revisit a topic that I covered recently that got a lot of good conversations going. I was talking about how there’s been a big trend in non-profits changing their names recently. Not just for the fun of it- you wouldn’t tackle a name change for no good reason but really moving to make names that are more emotionally urgent, which makes sense. That’s something that they need to do to get people to connect. And also, sometimes in doing that, the new names almost become like a call to action.
So I have some wonderful examples to share with you. The first one is an organization called The Financial Clinic which is really dedicated to financial security. Their new name is Change Machine which… I love it because it’s got a little bit of a pun finances, change, right? But also, it’s just more dramatic. They’re trying to make things happen. And it’s more visual. You can see a change machine in your mind I think, a little more clearly than a financial clinic. So check, check, check, really great name change. Next one is a mouthful. The old organizational name was Colorectal Cancer Coalition. I like alliteration… to a point. That one’s a mouthful! Also, let’s face it, it needs to be talked about but it’s a little unpleasant to talk about it. And so their new name, Fight CRC, is just easier to say. It’s shorter, it’s more memorable and it’s more, again, of that call to action that I’m talking about. So a great name change. There’s an organization, forgive me I think SMA stands for Spinal Muscular Atrophy. The organization Families of SMA is now called Cure SMA and you can see how that urgency is there again. And in a similar vein the Diabetes Support Network is now called Beyond Type 1. It’s more aspirational. It’s not just about all coming together as families but actually moving forward together, right? So really dramatic, effective which is the most important part name changes, in my opinion I’d love to hear your opinion. Let me know what you think. Thanks. Bye!
