 You might be asking:
- If we change the organization’s name, what will be the impacts?
- How can we be both Big Brothers Big Sisters and Boys and Girls Clubs?
These are all fair questions.
The issue is not one of name. It is likely possible to retain both names. The issue is much more one of marketing. Citizens, donors, and funders are well informed, wary of simple messages, and prepared to make sound choices. They are more concerned with the quality and sustainable outcomes for children and youth than with national and historical names.
The questions that you should also ask are:
- What message do we want to communicate to the community, donors, funders, parents, other agencies…?
- How do we communicate the differences we want to make for children and youth?
- How do we convey that we are a thriving, sustainable, and innovative organization?
- How do we convince people that it is worth their while investing in our organization, its programs, and the work we do with children and youth?
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