What you should know about changing your nonprofit’s name

Thinking about changing your organization’s name?

It might be the right thing to do.

But first, a couple of warnings from the Big Duck blog, at What’s in a name? How your nonprofit’s name can affect awareness.

  1. The more descriptive the name, the better.
  2. Using an acronym isn’t in your best interest.

A third caution I’d add: Abstract, clever names that require inside knowledge to understand can torpedo an organization.

In my experience nonprofit name changes can be expensive — cutting deeply into fundraising revenue.

So if you’re considering a name-change, be careful and keep your eyes wide open. Do as much research as possible, and be humble, willing to change your mind if necessary.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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