19NTC Session
Marketing/Communications

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

Speakers

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.

Rinku Sen

writer

Race Forward

Rinku Sen is a writer and a political strategist. She is formerly the Executive Director of Race Forward and was Publisher of their award-winning news site Colorlines. Under Sen’s leadership, Race Forward generated some of the most impactful racial justice successes of recent years, including Drop the I-Word, a campaign for media outlets to stop referring to immigrants as “illegal,” resulting in the Associated Press, USA Today, LA Times, and many more outlets changing their practice. She was also the architect of the Shattered Families report, which identified the number of kids in foster care whose parents had been deported. Her books Stir it Up and The Accidental American theorize a model of community organizing that integrates a political analysis of race, gender, class, poverty, sexuality, and other systems. She writes and curates the news at rinkusen.com.

Mica Bevington

U.S. Director of Marketing & Communication

Humanity & Inclusion (the new name of handicap international)

Mica Bevington is the U.S. Director of Marketing & Communications for the award-winning international NGO, Humanity & Inclusion, which specializes in disability in 60 low-income and post-conflict countries. At Humanity & Inclusion she has reached key American audiences through earned media, digital marketing, events, congressional advocacy, advertising, and VIP outreach. She was a member of the organization’s global brand working group, which resulted in a full rebrand in January 2018 (after 35 years as Handicap International). She also manages internal communications for the U.S. team. Prior to Humanity & Inclusion, she supported internal and alumni communications at London Business School. And at BusinessWeek, she covered management education and contributed to the magazine’s business school rankings. A long-ago graduate of the George Washington University, she lives in the Washington, DC area with her husband and three children.

Details

Room

255

Day

Thursday
March 14, 2019

Time

10:30am – 11:45am

CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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