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