| The NOW Legal Defense and Education Fund, a | | | | Fund's strategic approach to using the law to defend, |
| well-established nonprofit well-known by one | | | | motivate and inspire women - and its knowledge of |
| generation of activists and supporters, changed its | | | | audience perceptions - went to work. After an |
| name to Legal Momentum in the spring of 2004. I first | | | | intensive creative process, they came back to NOW |
| heard about the name change via a nonprofit client | | | | Legal Defense and Education Fund with 100 options.As |
| who thought that Legal Momentum's announcement | | | | a result of the training they had received, the Fund |
| letter to colleagues (others in the NYC nonprofit | | | | staff were able cut to the final 15 contenders quite |
| community, plus) was a very strong example of | | | | easily. The final decision was more wrenching. Legal |
| proactive communications. He was right.As a matter | | | | Momentum (LM) recommended to the board as the |
| of fact, the letter was so strong that I decided to | | | | name that best conveyed the organization's mission - |
| follow up with Maureen McFadden, Legal Momentum's | | | | to advance the rights of women and girls by using the |
| Vice President of Communications, to learn more | | | | power of the law and creating innovative public policy - |
| about the process -- and ultimate impact -- of the | | | | while enabling its evolution.Once the board agreed, |
| name change.CHALLENGE: No One Got the Name, or | | | | Interbrand went on to create the look and feel to |
| the FocusEven with a 34-year record of positive | | | | support the new name.Step Five: Proactive, engaging |
| action, NOW Legal Defense and Education Fund's | | | | communications strategy to launch the new name.The |
| growth was held back by two seemingly impenetrable | | | | next step was the crafting of a campaign to assure |
| barriers. To begin with, there was perpetual confusion | | | | long-time audiences that the organization's mission and |
| in the media about what the Fund was, and its | | | | relationship with NOW remained in place, while |
| relationship with NOW. "No matter how successful we | | | | capitalizing on the attention to trumpet its forward |
| were in getting media coverage, nine out of ten times | | | | motion to "build a world where women have the right |
| they got our name wrong," says McFadden. "As a | | | | and the ability to fully participate."Developed key |
| result, we didn't have any clips."You can bet that if the | | | | messages around the name change (focused on LM's |
| media get your organization's name wrong, time and | | | | growth and change), and trained staff on delivering |
| again, that your target audiences do too. And that's a | | | | them: |
| real barrier to building relationships and brand."In addition, | | | | - Core message: "We changed our name but not our |
| audiences didn't know what 'legal defense and | | | | mission." |
| education fund' meant," continues McFadden. "They | | | | - Prepared FAQs for staff members.Launched |
| asked us for education grants or direct legal services. | | | | comprehensive communications campaign to capitalize |
| The only audiences who did know who we were (and | | | | on opportunity to engage audiences: |
| what we did) were long-time feminists and those with | | | | - Message from the President and Chair-Featured in |
| whom we had long relationships on Capitol Hill."Since | | | | LM's newsletter, In Brief.-Highlighted on the LM website |
| the Fund was striving to extend its reach to women | | | | via a headline on every page on the site.- Letter to |
| born after the civil rights era, and to ensure all | | | | colleague organizations. |
| audiences were aware of the full range of its | | | | - Postcard announcement, with photo of staff with |
| programs - including new initiatives such as lobbying for | | | | signs reading "Legal Momentum," sent to all staff. |
| universal access to child care - these problems had to | | | | - Name change announcement flyer in all direct mail |
| be solved.After much deliberation, NOW Legal | | | | pieces (fundraising, event invitations, etc.). |
| Defense and Education Fund decided that a name | | | | - Revision of collateral (stationary, printed materials), |
| change was the communications strategy most likely | | | | signage, website and newsletter to incorporate new |
| to boost its ongoing evolution and outreach to broader | | | | brand (name and look and feel). |
| audiences. "We needed a name that said who we | | | | - Updating of all voicemail messages, and the script |
| were and what we did, while enabling us to continue to | | | | for answering the phone. |
| grow," says McFadden.STRATEGY: In-Depth Analysis | | | | - Formal note cards, emphasizing name change, for |
| of History, Vision and Audience Perspectives | | | | staff use (focus on sending to legislators). |
| Generates Powerful New NameKnowing that a name | | | | - Annual report focused on name change (as an |
| change is a major initiative, and one that can be very | | | | opportunity to feature LM's growth and |
| stressful (in terms of effort and emotions), the Fund | | | | change).RESULTS: Clearer Understanding, Increased |
| decided to seek outside help. So McFadden and her | | | | Support, Broader ReachMcFadden is pleased to report |
| colleagues applied for, and secured, pro bono | | | | great results from the name change. "We haven't |
| assistance from the Interbrand (a leading branding | | | | received one media mention that has the name |
| agency) Foundation. With the help of a powerful and | | | | wrong," she notes.Moreover, she is pleased with LM's |
| dedicated Interbrand team, the naming process was | | | | success in shaping coverage to feature the phrase, "a |
| soon underway.This is how it unfolded:Step One: | | | | woman's legal and advocacy group."Established |
| In-depth organizational probing.The branding team | | | | audiences have responded very positively. McFadden |
| learned about the Fund's vibrant history, including the | | | | and her colleagues were prepared for long-term |
| leaders who built and sustained the Fund since its | | | | individual donors, such as feminists who have been |
| inception. Discussion focused on what the Fund once | | | | supporters for a very long time, to dislike the new |
| was, what it was at present and what it wanted to be | | | | name. Instead, the change energized audiences, |
| in the future.Step Two: Focused audience research, | | | | generating a lot of feedback, much of it positive.The |
| with current audiences and those the Fund wanted to | | | | name change also provided Legal Momentum with a |
| reach in the future.After extensive discussions with | | | | compelling focus for a major fundraising lunch with |
| Fund staff past and present, Interbrand reached out to | | | | guests Senators Kennedy and Clinton. The program |
| other key audiences (funders, colleague organizations, | | | | featured the name change announcement, |
| and others with whom the Fund had long-term | | | | supplemented by a fascinating video on LM history. |
| relationships, as well as women that they felt should | | | | Funders and friends in attendance responded |
| know more about the Fund).Step Three: Training of | | | | strongly.Legal Momentum continues to communicate |
| staff and other key stakeholders on the development, | | | | about its name change today, a year later, through its |
| impact and launch of a new name.The Interbrand team | | | | website. The change clearly enabled the organization |
| wisely ensured that the Fund staff, and other | | | | to dissolve the barriers that were getting in its way. |
| stakeholders such as board members, were prepared | | | | Today, Legal Momentum is indeed building |
| to select the right name, and to support its launch to | | | | momentum.Nancy E. Schwartz helps nonprofits |
| generate the greatest amount of awareness possible. | | | | succeed through effective marketing and |
| Most importantly, they were trained to know how they | | | | communications.Subscribe to her free e-newsletter |
| wanted to be viewed.Step Four: Creative brand | | | | "Getting Attention," at and read her blog at for more |
| building, and a grueling final selection process.The | | | | insights, ideas and great tips on attracting the attention |
| branding team, armed with its understanding of the | | | | your organization deserves. |