…on naming your nonprofit and its programs and services. Naming carries a lot of weight, and in most cases (at least as far as programs, products and services go), you want to name only once. So do it right.
I find Steve Rivkin’s free Naming e-Newsletter to be a great idea prompter in the area of names, and word choice in general. The e-news, published quarterly, links to Rivkin’s in-depth articles on naming topics and case studies. This quarter’s issue covers:
- The power of naming with suffixes (NOTE: He focuses on adding -able to a verb. I hate this bastardization of the english language, and almost lost my breakfast this morning when I heard Colorado senator Wayne Larkin describe a proposed consitutional amendament as "actionable."
- A new novel about marketing, featuring a naming expert. Put this together with The Man in the Gray Flannel Suit for a new genre.
- Guidelines on avoiding trademark pitfalls, provided by trademark attorney Tara Benson. And yes, every name (for your organization or a program, service or product) should be searched before being put into use.
Don’t forget to take a look at Rivkin’s article archive as well, most of his content is timeless. I think you’ll be provoked to come up with some great naming (and writing) approaches for your organization.