A lot rests on the name of your nonprofit and even on what you call your projects and programs.

Will your name become a household word? Will it quickly and eloquently convey what you do? Or will it be a made-up word that means nothing, a name that bores everyone or a hodge-podge of terms that only insiders in your field understand?

Naming an Organization

Many organizations spend thousands of dollars on research to determine what to call themselves. Or they hire expensive consultants who may not even understand your audience, much less your mission. But, a group of people with common sense can often brainstorm names and come up with winners.

Back in the 1960s and 70s, a group of government officials created names for new federal agencies and programs by just talking about appropriate, but powerful, words.

They never considered bringing in a branding agency.

Back in the 1960s and 70s, a group of government officials created names for new federal agencies and programs by just talking about appropriate, but powerful, words.

Back in the 1960s and 70s, a group of government officials created names for new federal agencies and programs by just talking about appropriate, but powerful, words.

The results? Peace Corps, Environmental Protection Agency, Head Start, and the Equal Employment Opportunity Commission. Memorable and instantly recognized, many of these names still resonate around the world. 

What do these names have in common?

  • They embody the mission of the program within the name, such as “peace” in Peace Corps and “environmental protection” in the EPA. No head scratching with those names.
  • They use short, powerful, and descriptive words.
  • They are easy to remember and to say, or they can easily revert to memorable acronyms.

Some nonprofit names are so powerful that their acronyms alone are universally recognizable. Just think of SPCA, EPA, AA, and AAA. Other acronyms are so identifiable that they don’t need to have any meaning. For instance, AARP used to stand for American Association of Retired People. But people used AARP so often that the advocacy group felt confident dropping the old name and just using AARP. That change also helped AARP rebrand. “Retired” was an association the group was happy to shed.

The first step in naming your nonprofit or one of its programs is to start with the mission. If you don’t have a short and memorable mission, rewrite it. Once you have a strong mission, then think about a name.

Tips for Creating Your Name

Don’t think that all the great nonprofit names have been taken. Sure, we have famously iconic names such as The American Cancer Society, the American Red Cross, and the March of Dimes, but naming goes on.

There is no end to the possibilities. Just think of some of the great, influential names of today:

  • Teach for AmericaKiva AmericorpsFeed the ChildrenDoctors Without BordersWorld Wildlife FundSave the WhalesCharity: WaterDonorsChooseStand Up to CancerSpecial OlympicsBest Friends Animal SocietySave the Chimps

What’s in a name? For your nonprofit, maybe everything.