Renaming a 75 year old nonprofit organization

Finding the balance between tradition and inclusivity

I led the rename and rebrand initiative for a regional conservation nonprofit that had been operating under the same name for 75 years.

The organization’s leadership recognized that its historic name, while deeply rooted in tradition with the name recognition to match, no longer reflected its values or commitment to inclusivity, and was becoming a barrier to community engagement.

In this role, I guided the organization through a thoughtful, transparent, and community-centered rebranding process. Over the course of nearly a year, I designed and facilitated a multi-phase approach that combined stakeholder engagement, brand strategy, and change management.

This project was both strategic and deeply human. It required navigating sensitive cultural and historical issues while fostering unity and enthusiasm for the organization’s next chapter.

Here’s the important part: How did the new name land?

In short, the success exceeded our expectations!

Based on conversations with some members during the research phase, we anticipated a temporary reduction in membership and some negativity in the press. However, the support we received was absolutely incredible! We lost fewer than 10 members due to this change. But we gained dozens of members expressly because of this change. We were able to expand our network of partner organizations and reach new audiences.

Name recognition was a huge factor. How do you change a name that’s been in use for 75 years? Almost immediately it was a non-issue. Sure, the old name came up from time to time. I even said the wrong name or wrote the wrong acronym once in a while! Change takes time, but within just a few months, the new name was habitually used by community members and partner organizations alike.

I advocated to keep the original logo and simply update the name and brand colors. It was a great logo that had been designed by a talented artist who had volunteered with the organization longer than I’ve been alive! I was thrilled that everyone else agreed. Keeping the logo went a long way to reducing costs, maintaining brand recognition, and helping long-time members adjust to the name change.