nfpSynergy - research consultancy helping not-for-profits thrive

What’s in a Name? The key issues when a charity wants to change their name

Changing name is a huge decision for a charity. Getting it right can secure the long term future of a charity and boost awareness, reputation and income. Getting it wrong can be an expensive disaster and too often the decision is made without the proper care or research. Many charities have changed their name before and it’s a decision many more will go on to face.

With this in mind, we've written this free report to offer our thoughts and experiences. It looks at all of the following key questions:

  • Why would a charity want to change their name?
  • Which attributes make a good name?
  • Which are some of the best charity names at the moment?
  • What are the challenges of a name change?
  • What are the five golden rules of a name change?
  • Should your charity actually change its name?
  • How do you decide?
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Half of people very annoyed by doorstep and telephone fundraising

Almost one in two people find it ‘very annoying’ to be asked to give to charity on their doorstep or over the telephone, according to new research. A third of people also dislike being approached to sign up to a charity in the street, with collection buckets the preferred way to be asked for money.

The research, carried out by consultancy nfpSynergy, revealed that 48% of people find doorstep and telephone fundraising very annoying and only one in 10 say they understand it’s an effective way to raise money. Telephone fundraising also has the highest ‘net annoyance score’ (40%), a rating that takes into account both those annoyed by a particular fundraising method and those who understand its effectiveness. Adverts and newspaper or magazine leaflets are the most popular with a net annoyance score of -24%.

35% of people say they are very annoyed about being approached by a street fundraiser and over a quarter are bothered by text messages asking for cash. Other methods that irritate the public include mailers or letters (22%), emails (20%) and online adverts (14%).

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SlideZone - Do the public hate fundraising?

This chart shows the amount of people who find a method “very annoying” minus those who “understand it’s an effective way of making money.” Telephone and doorstep fundraising lead the way with ‘net annoyance’ scores of 40% and 36%, while methods like radio (-21%), cash collections (2-3%) and adverts (-24%) are more popular with the public

The problem for charities is some of the more annoying methods like doorstep raise much more money than ones like radio. Charities have to balance this frustration with the need to raise the money they need to survive.

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people in liverpool st station

Charity Awareness Monitor

The Charity Awareness Monitor (CAM) enables charities to find out how they are perceived by the most vital of audiences; the general public. It also gives an insight into what the public think about volunteering, campaigning and donating to charity, whilst providing an accurate

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What others say

Was extremely impressed with the interview style - professionalism, sensitivity, listening skills, etc. Greatly enjoyed working with nfpSynergy  - great understanding of us and what we are trying to do.
Barbara Cormie, Macmillan Cancer Support

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