Choosing a Nonprofit Name: Seven Common Mistakes and How to Get it Right

When it comes to naming (or renaming) a nonprofit, there are several common mistakes that can lead organizations astray. Some nonprofits choose names that are too complicated or difficult to remember, while others opt for names that are too generic or similar to other organizations in the same field. Still other organizations choose names that unintentionally stigmatize or traumatize the people they serve. In this blog post, we’ll explore some of the common mistakes nonprofits make in the naming process and provide tips for how to do it right.

First, here are mistakes organizations often make in the nonprofit naming process:

Nonprofit Naming Mistakes

Mistake #1: Deciding A Creative or Clever Nonprofit Name is Always Best

One of the most common mistakes nonprofits make when going through the naming process is deciding (without research to back it up) that a creative or clever name is the best option. While a unique or catchy name can help your organization stand out, it’s important to remember that your nonprofit’s name should also be clear and easy to remember.

A creative name that doesn’t clearly communicate your nonprofit’s mission or values can actually be detrimental to your organization. For example, a nonprofit that provides education and resources to communities where they are not available might choose evocative names like “Liftoff” or “Ascend,” which may sound intriguing but don’t clearly convey the organization’s purpose. While clever, evocative names can be effective, they should only be chosen when research supports that this type of name will resonate with your stakeholders. Additionally, if you’re going to choose this sort of name, you are likely going to need to work even harder to make sure your messaging is tight. It will need to do some of the work that your name cannot in communicating what you do.

In keeping with the example above, names like “Access for All” or “Equity Education Foundation” may not be as creative, but they clearly communicate what your organization is all about, and can take some of the pressure off of your messaging and marketing to do the job alone.

Mistake #2: Deciding A Descriptive Nonprofit Name is Always Best

On the flip side, a descriptive name clearly communicates what your nonprofit does, but it can also be limiting. If your nonprofit’s mission changes or expands in the future, a descriptive name may no longer accurately reflect your organization’s purpose.

For example, if your nonprofit originally focused on providing educational resources to underserved families in a specific region of your city, but later expands to include advocacy work across the entire city, a name like “Southside Education Network” may no longer be appropriate. A more general name like “The Education Empowerment Network” may better reflect your organization’s evolving mission.

Mistake #3: Thinking A Unique Nonprofit Name is Always Better than a Common Name

Some nonprofits assume that a unique name is always better than a common name, but this isn’t necessarily true. While a unique name can help your organization stand out, it can also be difficult for people to remember or spell correctly.

If your nonprofit has a name that’s difficult to spell or remember, it may be harder for potential supporters to find you online or recommend your organization to others. Think of names that creatively drop letters or use acronyms, like Evolv or HERAFund. If you find in your research when testing general name preferences that your stakeholders struggle with names like these, choose a more common name that may be easier for people to remember and spell correctly. This will make it easier for them to find your organization online and support your cause.

Mistake #4: Choosing A Nonprofit Name too Similar to Other Organizations in Your Subsector

You might think that using a name similar to others in your sub-sector will help build credibility or convey focus. However, this can actually lead to confusion and make it harder for people to differentiate your organization from others.

For example, if your nonprofit provides resources and support for people living with diabetes, you may be tempted to choose a name like “Diabetes Alliance” or “Diabetes Fund” to convey your focus. However, if there are already several other organizations with similar names, it may be difficult for potential supporters to distinguish your organization from others.

Instead, consider a name that’s unique and clearly communicates your nonprofit’s mission and values. A name like “Diabetes Family Wellness Initiative” may better reflect your organization’s unique approach to supporting family members through a diabetes diagnosis, and help differentiate you from other organizations in the same field.

Mistake #5: Choosing a Nonprofit Name Without Involving The People You Serve

Far too often, nonprofits choose a name without involving the people they serve, instead relying on their staff, donors and consultants to make the call alone. The people who ultimately use your nonprofit’s programs and services are the reason for your organization’s existence, and they should be at the center of your decision-making process for every big strategic decision, naming included. By involving (and ideally prioritizing) the people you serve in the naming process, you can ensure that your name accurately reflects your organization’s purpose and resonates with your most important stakeholders.

Additionally, involving the people you serve can also help build trust and credibility with your community. By demonstrating that you value their input and perspectives, you can show that your organization is committed to centering their needs and interests.

Mistake #6: Choosing a Nonprofit Name by Committee

While involving diverse stakeholders is important, a nonprofit name by committee or consensus can be a bad idea because it can lead to compromise and watered-down ideas. We’ve seen it time and again: having too many voices involved can lead to a lack of clarity and focus. In a committee or consensus-based decision-making process, individuals may feel pressure to agree with the group (or its loudest voice) or compromise their ideas to reach a consensus, which can result in a name that is less impactful, memorable and resonant.

Additionally, committee-based decision-making can be time-consuming and inefficient, which can delay the naming process and hinder progress. Ultimately, a decision about a nonprofit name should be made by a select group of individuals who have a deep understanding of the organization’s mission, vision, and values, and who can make a decision that is research-based, strategic and meaningful. In an ideal world, the people you serve should not just be asked for input, but be treated as the ultimate determiners of whether a name works.

Mistake #7: Choosing a Name that Unintentionally Stigmatizes or (Re)traumatizes the People You Serve (TRIGGER WARNING)

It’s crucial for nonprofits to be sensitive to the experiences and perspectives of the people they serve and to choose a name that honors and respects their dignity and worth. That’s why engaging stakeholders in the naming process is so important. While no organization wants to stigmatize or (re)traumatize the people they serve, some names can end up unintentionally doing just that. For example, several years ago, we worked with an organization that initially went by the name Rape Victim Advocates. They reached out to us because every aspect of this name had become problematic. The word “rape” had a re-traumatizing effect on survivors of sexual violence, while the word “victim” was disempowering and misaligned with the organization’s mission to partner with survivors. Finally, the word “advocates” was far too limiting for the work the organization had grown into, which extended far beyond traditional patient advocacy. They ultimately chose a more strength-based and evocative name that has served to uplift rather than disempower their stakeholders: Resilience.

The move toward strength-based communication should apply to every aspect of a nonprofit’s brand, its name included. Whether you choose a straightforward, descriptive name or an evocative, creative one, make sure that you’re focusing on the strengths and power of the people you serve, not their challenges or shortcomings.

Now that we’ve explored some of the common misconceptions about naming a nonprofit, let’s look at some tips for how to do it right.

Nonprofit Naming Tips

1. Assemble a Diverse Group of Stakeholders to Shepard the Naming Process (With Beneficiaries at the Center)

Based on the mistakes above, it should come as no surprise that we recommend assembling a diverse group of stakeholders as the first step in the naming process. Ideally, this group will not just include, but actually center your beneficiaries (the people you serve). Additionally, this group may include board members, staff, volunteers, donors, community leaders, and others. A few tips to keep in mind here:

• Consider diversity: Ensure that the group includes people from different backgrounds, experiences, ages, and genders to generate different perspectives.
  
• Prioritize inclusion: Create a safe and respectful environment where everyone feels comfortable sharing their thoughts and ideas. Encourage active listening and constructive feedback. If your group will include people who have experienced trauma, also be sure that you’re working with a facilitator or consultant who has experience in trauma-informed facilitation.
  
• Be clear about roles: use a tool like DARCI or RACI to determine who has ultimate decision-making power, who is just “consulted” etc.

2. Find a Talented Consultant or Firm to Lead Research and Selection for Your Nonprofit Name

Working with a talented consultant or firm when naming your nonprofit is important because they can provide a fresh and objective perspective, expertise, and sector insights that can lead to a strong and impactful name.

A consultant or firm can bring a wealth of experience in brand strategy and messaging, language, and storytelling to the naming process. Using research tools like surveys, focus groups and interviews, they can help identify the unique value proposition of the nonprofit and develop a name that effectively communicates the organization’s mission and resonates with its beneficiaries, donors and other target audiences.

Moreover, a consultant or firm can help navigate potential legal and trademark issues associated with the name and ensure that it is available and not already in use by another organization (more on that in a minute).

3. Revisit Your Mission, Vision and Strategic Plan

Every naming process should be grounded in your nonprofit’s mission, vision and strategic plan. Make sure the involved stakeholders are all intimately familiar with these important guideposts as you kick off your naming process.

4. Explore Other Names You Like and Dislike, and Why

Before you get into brainstorming your own organization’s name, zoom out. Compile a list of other names (nonprofit and/or for-profit) and test them out with your group to determine what folks like, dislike and why. In one of your early group meetings, discuss the names and prioritize them based on your preferences. Ask yourself and your stakeholders why you like or dislike certain names, what associations or emotions they evoke, and how your preferences align with your organization’s mission and values. Then, look for any trends that might exist in your preferences. For example, does your group tend to lean toward more evocative, creative names or more descriptive, straightforward ones? Do you like longer or shorter names? Come up with a couple categories that you’re leaning toward to guide you through the next step of the process.

5. Brainstorm Nonprofit Name Options by Category and Then Narrow Down

Next, working within a few categories you already know you’re leaning toward, brainstorm as many names as you possibly can. We’ve often seen organizations come up with 150-200 potential names in this early part of the process. Then, take a step away and come back a few days later to start narrowing your long list down based on your group’s preference and discussion. This might take a few meetings (and a consultant can be super helpful here in focusing you in on the best options), but you’ll ultimately want to end up with a short list of 3-5 names to begin exploring more deeply.

6. Test Out your Nonprofit Name

Before finalizing your nonprofit’s name, it’s a good idea to test out a few options with potential supporters and stakeholders beyond those who have been most intimately involved in the process. Ask people what they think the name means, and whether they find it clear and memorable. Also explore any associations that come up when they hear the name and how it makes them feel. Remember here, however, that naming is highly subjective. You may never find a name that is loved by everyone, and that’s OK.

7. Consider Trademark Issues, URLs and Social Media Handles

When choosing a name for your nonprofit, it’s important to consider trademark issues. You don’t want to choose a name that’s already trademarked by another organization, as this can lead to legal issues down the line. You can conduct a trademark search online to see if your desired name is already taken, but ultimately, you’ll want to work with a trademark attorney or similar qualified professional before making any final decisions. Your consultant or firm should be able to make recommendations here.

It’s also important to consider the availability of the URL and social media handles. You want to choose a name that’s easy to find online and that can be used consistently across different platforms. Conduct a search to see if your desired URL and social media handles are available before finalizing your nonprofit’s name.

8. Think About the Long-term Potential of Your Nonprofit Name

While it may be tempting to choose a name that reflects your nonprofit’s current focus, it’s important to think long-term. Your nonprofit’s mission may change or expand in the future, and you don’t want to be stuck with a name that no longer accurately reflects your organization’s purpose. Choose a name that’s broad enough to accommodate future growth and change.

9. Don’t Rush the Process

Naming your nonprofit is an important decision, and it’s not something that should be rushed. Take the time to explore different options and get input from key stakeholders. It’s better to take a little longer to choose the right name than to rush into a decision that you may regret later on.

Your nonprofit’s name is a big deal. Make sure to approach the process thoughtfully and get input from key stakeholders, especially your beneficiaries. By avoiding common mistakes and following these tips, you can choose a name that accurately reflects your nonprofit’s mission, values and strategy and resonates with your stakeholders.