Why The Name Of Your Organisation Matters In Fundraising

question mark 460863 1280You have already followed the basic principles of fundraising. You send letters and make sure that prospects are aware of your objective as a fundraising organisation. You have also ensured that your members stick to the organisation's mission and vision. After a few months of expending your energy in making your fundraising campaign more effective, you don't seem to get any results. 

Most of your prospects would rather skim your fundraising letter rather than read deep. You are waiting for donors to respond to your letters but you don't get any positive response. 

When you dig deeper into the real cause of the problem, you have come to realize that something is missing. Even when you have an attractive campaign that can win the hearts of prospective donors, your organisation will be labeled as 'just another fundraising campaign' if you don't invest your time in choosing a suitable and easy-to-remember name. Your organisation's name represents everything including your primary objective. A donor who barely remembers the name of your organization will perceive you as a solicitor who is only asking money and nothing else. 

If you want to make a lasting impression, you need to pick a name that everyone can easily recognize. 

How to choose an organisation's name?


Find out about the reasons you consider your organisation's name unappealing. Is it just a personal opinion? Have you gathered feedback from donors, members and the people who are part of your organisation? Know the reasons your organisation does not seem to attract donors and let your members know about your plan of changing its name. 

Make sure everyone agrees with the name change

Deciding on changing the name of the organisation requires approval from the members of the organisation. Ask them how they would feel about your decision and get some suggestions. Not everyone may agree with changing the name of the organisation especially if everyone has already gotten used to it. Ask members if they have other options aside from changing the name. 

Be creative

Once everyone in your organisation is in agreement, you need to discuss with your members whether you should change the entire name of your organisation or use its acronym. When choosing a new name for your organisation, think of its benefits and impact on your organisation's overall appeal. 

Don't use any geographic locations in your name

Although is it a good idea to add a specific area where your organisation is currently focused on, it will be rendered useless when you decide on expanding it. If you have plans of expansion in the future, it is best to avoid using geopgraphic locations in your name unless you are sure that you will only be concentrating on a specific location. 

Use your budget wisely

Changing the name of your organisation can also hurt your budget as you need to think about the marketing and promotional costs. Before you use your budget on these two essential things, make sure you know how to utilize the money available to your organisation. Avoid unnecessary expenses and focus on the promotional materials that will make your donors more acquainted to your new name.

Melissa Anderson

Written by : Melissa Anderson

Melissa first started fundraising when her daughters' pre-school needed some sun shades. Since then, she's gone on to become somewhat of  fundraising ideas expert, as well as a super-Mum. Melissa loves sharing ideas about how to raise funds, and welcomes your questions on this blog.

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