Naming Your Nonprofit: Choosing a Name That Lasts

One of the first big decisions you’ll make when launching a new nonprofit is choosing a name. It might feel like a small detail compared to writing bylaws or filing IRS forms, but in reality, your name sets the tone for everything that follows. It will be the first thing potential donors, volunteers, and partners hear about you – and it needs to stand out.

Here are some key considerations when naming your nonprofit:

1. Reflect Your Mission and Purpose

Your name should give people an immediate sense of what your organization is about. Clarity beats cleverness. If people can’t tell what you do from your name, you may lose opportunities before you even get to explain.

2. Think Big and Long-Term

Don’t box yourself in by naming your organization after your current program or location. For example, “Girls Can Do Anything” may sound great now, but if you later want to serve boys as well, you’ll be stuck. A broader name like “Can Do Anything” gives you room to grow. Similarly, avoid naming after your town, county, or street. You may expand into new areas in the future.

3. Avoid Personal Names

Naming after yourself (or another person) may seem like a way to honor someone, but it can make the organization less adaptable in the future. Stakeholders may expect a personal connection to the namesake, which could complicate growth. If the story of the person you are honoring is tragic, do you want to rehash that tragedy over and over as you tell the history of the organization?

4. Consider Wordplay and Memorability

Alliteration, rhythm, and creative combinations of words can make your name catchy and easy to remember. Just be sure clarity isn’t lost in the process.

5. Check the Acronym

Acronyms often become shorthand for organizations. Make sure yours doesn’t spell something awkward or confusing.

6. Do Your Homework

Before you fall in love with a name, check:

• If similarly-named organizations already exist locally or nationally.

• If the domain name is available.

• If the name is easy to spell, pronounce, and remember.

• If one or more words have unintended meanings in another language.

7. Use AI as a Brainstorming Partner

Tools like ChatGPT can help you brainstorm creative options. Give the AI key details about your mission, values, and audience, and you’ll get a long list of fresh ideas. Then, narrow it down and do real-world searches to avoid conflicts.

8. Extra Considerations

You may also want to:

• Test the name with friends, colleagues, or potential supporters. Does it resonate with them?

• Check for trademark conflicts if you expect to operate widely.

• Make sure the name looks good visually in logos and print. (This is a whole other topic, but here I will just say – please do not use fonts in your logo that people can’t read!)

• Choose a name that can grow with you, even internationally, if that might someday be in the cards.

Choosing the right name is worth the effort. A well-chosen name not only reflects your mission but also gives your nonprofit a foundation to build recognition, credibility, and trust for years to come.

Until next time, keep leading with passion and purpose. 💌 Have a question or want to share your thoughts? Email me at [email protected]. I’d love to hear from you.