Why names and refreshed brands matter when building up your nonprofit

Lincoln Center and Children’s Aid drop “Society”

New signage we designed for Children’s Aid is now up in Harlem and the Bronx. “This lends itself to this day and age when everything is shorter…especially on social media,” says Anthony Ramos, VP of Communications at Children’s Aid.

Nonprofits need to be aware of what their names mean and how they reflect their brand to their constituents. It’s a matter of authenticity. Are you who you say you are? When your mission has shifted or perceptions about you and your name have changed it may be time to reexamine your name. That’s why The Film Society at Lincoln Center is dropping “Society” from its name and will be known as simply, “Film at Lincoln Center.” Lesli Klainberg, the group’s executive director, told the New York Times, “‘Society’ has a sort of old-fashioned sense of elitism — it feels more closed,” The very concept of “society” reflects the behavior and lifestyle of people with the highest levels of wealth and social status. It’s not very woke. Traditional gender roles where men will be men and women will take care of everything are damaging to your nonprofit organization’s brand in the #me too era. The term ‘Society’ is defined as “people who are fashionable, wealthy, and influential, regarded as forming a distinct group in a community.”

This elitism is out of step with the inclusive goals of today’s public. Inclusivity should be an essential part of being a nonprofit. “As organizations whose goal is to make the world a better place, there is no question about the justness of…