Part II of the Genetic Alliance Interactive Guide

Your Organization's Name Is Important

It may seem that this should not even warrant discussion. You can call your group what ever you like, right? Yes and no. A name has strategic implications. Just as we think the terms we use for the people we serve are important, the name of your group is important. Consider the following issues about your group's purpose and its name:

Will your group be solely focused on one condition?
Should it include the name of the condition?
Will it serve a number of conditions?
Will it be local, regional, national or international?
Will it focus more on education, research, support or advocacy?
How will the name be perceived?
Is the name easy to say, to write, to abbreviate?
Do you want it to appear at the top of alphabetically arranged lists?
Is an associated domain name available for a website?
Is someone else already using the name?

You are in the best position to decide which questions are important. Much of this will have to do with your mission and how you will market it. For example, the Genetic Alliance was called the Alliance of Genetic Support Groups for the first 10 years of its existence. Over time, the genetics community matured, and two changes occurred: support groups began to offer more than support, and the Alliance membership grew to be very diverse – encompassing genetics professionals, industry, clinics, hospitals and more. The name needed to more accurately reflect the organization.

Initially we were WAR - Women At Risk. At the time I had no idea about any of the legal issues associated with a name. The name was available in Florida according to our corporate attorneys. But nobody suggested getting a trademark until AFTER we were incorporated. By the time I learned that there were other nonprofits with a similar name and that our chance of trademarking the name was slim to none, I had already invested money in logo development, domain names, incorporating, and applying for the trademark.

So we had a chat for our members where we tried to come up with a new name. It was hilarious. We just really let loose and let humor take over - for the sake of decency I won't share. In the end I took words that I liked for a name and tried to figure out an acronym that was at least as empowering as WAR.

We settled on FORCE: Facing Our Risk of Cancer Empowered, which I now like much better and have had a lot of great feedback on. I just wish I knew the process and the order I should have done it in. Trademark search first, if it's available or seems to be available, then consider domain purchases and incorporating.

Sue Friedman
FORCE

Branding your organization is also important. Give it a look that expresses what it is, for whom it exists, and why it exists. Much of this can be done in a logo, which will can then be used to give your group's materials a unified look. For example, the logo of the Genetic Alliance served it well for years. But recently, board and staff decided that the logo needed to convey an understanding of the place of people in genetics. Hence the new logo depicting people and a helix, strongly supported by the Genetic Alliance etched in a bedrock structure.

We felt that the somewhat geometric logo of the Alliance of Genetic Support Groups served it well for over 10 years. It also became clear that with the name change, there should also be a new logo - one that clearly showed the centeredness of people in the maturing organization. At the same time we were planning the "People's Genome Celebration" and thought that a symbol that emphasized the concept of people being central to genomics would convey a critical message. A PR firm make a few attempts and none seemed to hit the mark. We invited an amateur volunteer, Patrick Terry of PXE International, to try his hand. We liked what he produced and we have a new brand!

Mary Davidson
Executive Director, 1996 - 2003
Genetic Alliance

Do you need a design firm or PR firm to brand your organization? This is one area where you can use professional services or luck out with an amateur designing your logo. You may be able to get professional services for free, as a way for the designer to make a contribution to community (and get some visibility). A talented amateur may have a better sense of the nuances of your organization's mission. Or use a combination of artists. Or have a contest!

Consider carefully the image your organization shows to the world. It may be all that people will know of you. Decide whether you want to emphasize competence, warmth, growth, ability to respond, and/or cutting-edge ability. As Project DOCC's Maggie Hoffman notes, a logo "needs to present a message as well as an identity."

We are on logo number three. Volunteers designed our first two logos. Our greatest difficulty is that in exchange for the donated service, we were given NO INPUT. We respected egos but never felt well served by the identity either of the designs portrayed. A volunteer also created the third design. It took a tremendous amount of courage for us at Project DOCC, Inc., to "give her direction." She was extremely generous and recognized that we needed our logo to present a message as well as an identity. Thankfully, three was our lucky number and our logo feels just right.

Maggie Hoffman
Co-Founder/Co-Director
Project DOCC: Delivery of Chronic Care

Our logo has quite a story. We moved to the Ile de Ré five years ago. When we left our former house, the kids at the school where Cecile used to go gave her a big drawing they made for her. Each one of them had printed his own hand around a circle (the earth) inside of which was drawn the Ile de Ré. They also wrote a poem saying "She's called Cecile, She moves to an island, Her school was in Saint Bonnet, Now it will be on the Ile de Ré, Good Luck Cecile."

When we discussed the future logo of the Association, one of us thought of this picture. On it, there was everything we wanted as symbols of CLI : The earth, hands of different colors, the Ile de Ré, where CLI was established. And too, we realized that there were eight hands (Cecile was in a very small school in the mountains) and, in the beginning we knew of eight sufferers. So we took a photo of this picture and our Vice-Chair created the Logo, placing "CLI" inside the circle. I sent a letter to the school of the Saint Bonnet to tell the kids their drawing had become our logo, and they were very happy.

Marie-Claude Boiteux
Cutis Laxa Internationale

» Developing a Governance Board

AN INTERACTIVE GUIDE TO BUILDING ADVOCACY GROUPS
Part II
Part I Part II Assessment Structure Resources Support Education Research Advocacy Part III	Your Organization's Name Is Important It may seem that this should not even warrant discussion. You can call your group what ever you like, right? Yes and no. A name has strategic implications. Just as we think the terms we use for the people we serve are important, the name of your group is important. Consider the following issues about your group's purpose and its name: Will your group be solely focused on one condition? Should it include the name of the condition? Will it serve a number of conditions? Will it be local, regional, national or international? Will it focus more on education, research, support or advocacy? How will the name be perceived? Is the name easy to say, to write, to abbreviate? Do you want it to appear at the top of alphabetically arranged lists? Is an associated domain name available for a website? Is someone else already using the name? You are in the best position to decide which questions are important. Much of this will have to do with your mission and how you will market it. For example, the Genetic Alliance was called the Alliance of Genetic Support Groups for the first 10 years of its existence. Over time, the genetics community matured, and two changes occurred: support groups began to offer more than support, and the Alliance membership grew to be very diverse – encompassing genetics professionals, industry, clinics, hospitals and more. The name needed to more accurately reflect the organization. Initially we were WAR - Women At Risk. At the time I had no idea about any of the legal issues associated with a name. The name was available in Florida according to our corporate attorneys. But nobody suggested getting a trademark until AFTER we were incorporated. By the time I learned that there were other nonprofits with a similar name and that our chance of trademarking the name was slim to none, I had already invested money in logo development, domain names, incorporating, and applying for the trademark. So we had a chat for our members where we tried to come up with a new name. It was hilarious. We just really let loose and let humor take over - for the sake of decency I won't share. In the end I took words that I liked for a name and tried to figure out an acronym that was at least as empowering as WAR. We settled on FORCE: Facing Our Risk of Cancer Empowered, which I now like much better and have had a lot of great feedback on. I just wish I knew the process and the order I should have done it in. Trademark search first, if it's available or seems to be available, then consider domain purchases and incorporating. Sue Friedman FORCE Branding your organization is also important. Give it a look that expresses what it is, for whom it exists, and why it exists. Much of this can be done in a logo, which will can then be used to give your group's materials a unified look. For example, the logo of the Genetic Alliance served it well for years. But recently, board and staff decided that the logo needed to convey an understanding of the place of people in genetics. Hence the new logo depicting people and a helix, strongly supported by the Genetic Alliance etched in a bedrock structure. We felt that the somewhat geometric logo of the Alliance of Genetic Support Groups served it well for over 10 years. It also became clear that with the name change, there should also be a new logo - one that clearly showed the centeredness of people in the maturing organization. At the same time we were planning the "People's Genome Celebration" and thought that a symbol that emphasized the concept of people being central to genomics would convey a critical message. A PR firm make a few attempts and none seemed to hit the mark. We invited an amateur volunteer, Patrick Terry of PXE International, to try his hand. We liked what he produced and we have a new brand! Mary Davidson Executive Director, 1996 - 2003 Genetic Alliance Do you need a design firm or PR firm to brand your organization? This is one area where you can use professional services or luck out with an amateur designing your logo. You may be able to get professional services for free, as a way for the designer to make a contribution to community (and get some visibility). A talented amateur may have a better sense of the nuances of your organization's mission. Or use a combination of artists. Or have a contest! Consider carefully the image your organization shows to the world. It may be all that people will know of you. Decide whether you want to emphasize competence, warmth, growth, ability to respond, and/or cutting-edge ability. As Project DOCC's Maggie Hoffman notes, a logo "needs to present a message as well as an identity." We are on logo number three. Volunteers designed our first two logos. Our greatest difficulty is that in exchange for the donated service, we were given NO INPUT. We respected egos but never felt well served by the identity either of the designs portrayed. A volunteer also created the third design. It took a tremendous amount of courage for us at Project DOCC, Inc., to "give her direction." She was extremely generous and recognized that we needed our logo to present a message as well as an identity. Thankfully, three was our lucky number and our logo feels just right. Maggie Hoffman Co-Founder/Co-Director Project DOCC: Delivery of Chronic Care Our logo has quite a story. We moved to the Ile de Ré five years ago. When we left our former house, the kids at the school where Cecile used to go gave her a big drawing they made for her. Each one of them had printed his own hand around a circle (the earth) inside of which was drawn the Ile de Ré. They also wrote a poem saying "She's called Cecile, She moves to an island, Her school was in Saint Bonnet, Now it will be on the Ile de Ré, Good Luck Cecile." When we discussed the future logo of the Association, one of us thought of this picture. On it, there was everything we wanted as symbols of CLI : The earth, hands of different colors, the Ile de Ré, where CLI was established. And too, we realized that there were eight hands (Cecile was in a very small school in the mountains) and, in the beginning we knew of eight sufferers. So we took a photo of this picture and our Vice-Chair created the Logo, placing "CLI" inside the circle. I sent a letter to the school of the Saint Bonnet to tell the kids their drawing had become our logo, and they were very happy. Marie-Claude Boiteux Cutis Laxa Internationale My mother, who had HHT, designed our logo in 1993. She drew it by hand and I made it into a picture file on the computer. It was intended to encompass the international and familial nature of our disorder, which I think it does. The board voted to accept it as our logo at our second annual conference in San Francisco that same year. Trish Linke Hereditary Hemorrhagic Telangiectasia Foundation » Developing a Governance Board Privacy Policy - Disclaimer - Funding Maintained by the Genetic Alliance. The Interactive Guide to Advocacy Groups was written by Sharon Fontaine Terry and Caitlin Burke, with contributions from Genetic Alliance members. The Interactive Guide to Building Advocacy Groups is made available under a Creative Commons license. You may make and share copies of this work for noncommercial purposes without modifications and with this acknowledgement included in full. More information is available at About the Interactive Guide to Building Advocacy Groups. Send feedback about the Interactive Guide. SEPTEMBER 2004: This is a preliminary installation of the Interactive Guide to Advocacy Groups. We need your feedback. Make comments on specific pages (you may see error messages, but comments should still post), or send email. Is something missing? Can we make it easier to navigate? This Guide will change regularly over the next few months as we incorporate changes and fine tune the site. Thank you!	« Developing the Organization That Can Achieve Your Goals » Developing a Governance Board