Your name is the face of your organization.
That could be a rather daunting statement as you are looking to choose a name for your organization. Actually, it simply is an opportunity. Names are important and it can be enjoyable deciding upon which one to use.
Joanne Fritz, a writer, encourages nonprofits to ask some basic questions as they think about naming their organization. She writes, “A lot rests with the name of your nonprofit and even on what you name your projects and programs. Will your name become a household word? Will it convey quickly and eloquently what you do? Or will it be a meaningless acronym or hodge-podge of stuffy lingo that only insiders to your field really understand?”
Naming an organization goes beyond just what sounds good. Your name should hook your audience and convey your mission. Through research, I have encountered many different examples of names. The names that most engage me are the ones that use powerful but expressive words. I would agree with Joanne too that the long titles or confusing acronyms are more hurtful to organizations than helpful in creating a face for themselves.
So what makes a name good? Joanne suggests several key factors:
1) Embody the mission of the program within the name
2) Use short, powerful, and descriptive words
3) Make it easy to remember and say
4) If you use acronyms, keep it simple
With these ideas in mind, you are at a starting point. Take your mission statement and begin brainstorming. What is the action of your organization? Who are you serving? What ideas resonate with people?
It is a lot of information packed into a short title, but it is crucial.
Have questions about starting a non-profit? Contact us for more information on how we can help you begin to get set up.
-- Jessica High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com