Register Log in/Sign up
19NTC Session

Is it Time to Change Your Nonprofit’s Name?

Does your organization’s name still represent who you are? Overwhelmed by the pros and cons of exploring a new name? Not sure where to start? In this session, learn how to assess if you should change your name, outline the steps in the process, including how to build buy-in, and apply to digital channels, and explore the issues that are critical to doing it successfully. This interactive panel discussion will feature three case studies from nonprofits who have recently changed their names.

Learning Outcomes

  • Apply strategic thinking to determine if you should change your organization’s name
  • Define types of nonprofit names and evaluate if your name needs to change
  • Learn lessons you can replicate and pitfalls to avoid in exploring a name change

Suggested Tags

BrandingCase StudyPanelStrategy


Michele Lunsford

Digital Marketing and Communications Officer

Humanity & Inclusion

Michele Lunsford is the U.S. Digital Marketing and Communications Officer for Humanity & Inclusion, where she is responsible for leading and managing the digital footprint of Humanity & Inclusion in the U.S. Previously, she worked for the American College of Nurse-Midwives (ACNM), where she managed media relations and the digital communications around their annual meeting and promotion of publications. Before joining ACNM, Michele worked as the Communications & Marketing Manager at NASPA – Student Affairs Administrators in Higher Education, where she acted a project manager, overseeing the development of print marketing materials for NASPA programs and events. Michele serves as a founder and volunteer of the College Park Community Food Bank and received her M.A. from American University in Strategic Communications in 2012. Michele resides in Silver Spring, MD with her husband and toddler.

Farra Trompeter

Vice President

Big Duck

Farra Trompeter is Vice President at Big Duck, a firm that develops the voices of determined nonprofits by developing strong brands, campaigns, and teams. Farra has more than 20 years of experience in fundraising and communications for nonprofit organizations. Farra’s expertise focuses on helping nonprofits manage rebranding processes and develop compelling fundraising campaigns. She also loves building people's skills and knowledge through coaching, workshops, webinars, and classes. Farra serves as Chair of NTEN's board and is a part-time faculty member at New York University Wagner Graduate School of Public Service, where she teaches a class about communications and branding for nonprofits. She holds an M.S. degree in nonprofit management from The New School. Farra tweets about nonprofit communications and fundraising at @Farra.

Katherine Ollenburger

Director of Brand Strategy and Chief Writer

Community Change

Katherine is the Director of Brand Strategy and Chief Writer at Community Change, a national organization that builds the power of low-income people of color to fight for a society where everyone can thrive. She co-leads the team responsible for fundraising, donor communications, and marketing, and her work shapes the organization's voice, positioning, and story of impact. She has more than 10 years of nonprofit experience, including seven years with the refugee resettlement agency Lutheran Immigration and Refugee Service, and an academic background in economics and international studies. She holds a master's degree from Georgetown University and a bachelor's from Macalester College. Katherine lives with her husband and their pets, Artemis and Apollo, in Baltimore, MD.


March 14, 2019


10:30am – 11:45am