Report says charities should ask their audience before going ahead

Donors, volunteers and beneficiaries should be consulted before a charity changes its name, a new report warns.

It also says the best charity names are “memorable, inviting and can’t be shortened.”

What’s in a Name, the new report from charity research consultancy nfpSynergy, tackles the issue of whether charities should go ahead with a name change.

Its advice is to ask key audiences rather than just trustees or internal audiences what they think of a new name and to fully investigate the potential long term rewards it could bring.

The report highlights several reasons why charities might want to change their name, including names being too easily confused, too generic or unacceptable in today’s society as language and attitudes change.

Getting it wrong can be an expensive disaster and too often the decision is made without the proper care or research

It also suggests any new name should be internet search-friendly, self-explanatory and not easily misspelled.

NfpSynergy’s, Joe Saxton, said: “A name change is a huge decision for a charity.

“Getting it right can secure the long term future of a charity and generate a boost in awareness, reputation and ultimately income.

“Getting it wrong can be an expensive disaster and too often the decision is made without the proper care or research.

“It is not a decision to be taken lightly, but as attitudes in society change and competition in the sector grows, it’s one that will face a range of charities and they must be ready to deal with it effectively.”