Elsewhere online
December 02, 2015

Venerable NYC Charities Trading Old Names for New Branding

Dozens of veteran New York City charities are shedding longstanding but unwieldy or ambiguous names and rebranding themselves for a new era of viral campaigns and search-engine optimization, writes The New York Times

The article looks at how organizations such as the Council of Senior Centers and Services of New York City — which recently became LiveOn NY — and the Correctional Association of New York, an advocacy group to overhaul prisons, now in the process of an image makeover, weighed how new, more succinct branding could better reflect their missions, forge an emotional connection with donors, and yield better Google results.

Some groups secure donations earmarked for remaking their identities — a process than can take months and cost hundreds of thousands of dollars — and work with brand consultants to navigate the growing competition among charities for attention and cash in the age of Kickstarter and Giving Tuesday. "They feel the need to be relevant, emotionally relevant," said David Kessler of branding firm Starfish.