SO MANY QUESTIONS!
Why has Be The Match, a non-profit driving bone marrow donation registration, renamed themselves to something that’s much less emotionally powerful?
We’d like to know!
I Have Questions: Be The Match
Check out this tellthetruths video and then please weigh in.
This video originally appeared in LinkedIn.
If you enjoyed this video, check out:
A Name Can’t Be ALL The Things
TRANSCRIPT:
Hey, everyone. It’s Rebeca with BrandTrue and today I want to talk about “Be The Match”, which is a non-profit that has changed its name and let me tell you something… I have questions!
So I’ve talked to you previously, more than once, about this really interesting, very positive trend I see in non-profits that are changing their names to become more emotionally captivating, to become more urgent, to even have a call to action. So “Be The Match” is an organization about bone marrow donation, specifically getting lots and lots of people registered so that when someone is in need, they can find them a match and that name is like… *chef’s kiss* and they recently changed it to the “National Marrow Donor Program” and I just, I want to know why? Like what was happening that they thought that name change was the right thing to do? Changing a name is a pain in the ass. It’s expensive. It’s disruptive.
So generally speaking, even though I name things, I advise people to only change a name if you really see some benefits to it. Why are they moving in the opposite direction and becoming less emotionally urgent? I don’t get it. I have questions. If anybody knows, let me know. If you’d like to discuss it, if you don’t agree and if you do too, I’d love to hear from you. Let me know. Thanks. Bye!
