Branding a non-profit group
to reflect changing times

Background
One of the most difficult decisions a long-standing non-profit organization must make is that of adapting its name, positioning statement and logo to reflect changing social needs and perceptions. Many stakeholders—board members, donors, staff and clients—are interested in the image of the organization, and while supportive of the need for change, may rightfully express consternation at the adaptive process, and perhaps at the modified or extended mission of the organization.

While seriously considering a name change, Zero Population Growth (ZPG) wanted to retain the trust and social equity it had labored for decades to build among donors, educators and devoted members to its primary cause: educating the public about uncontained human population growth and its environmental, economic and social consequences for our planet. They hired Douglas Gould and Co. to provide a new name and tag line that would strategically advance its goals.

Approach
Our strategy for securing a new name began with a thorough appraisal of ZPG’s goals. After obtaining input and insight from each ZPG board member, a process for re-branding was agreed upon. We interviewed staff and board members and reviewed the organization’s print materials, web site and online publications before drafting the criteria for a name change and a positioning statement. Building from this research, we created an extensive list of names and tag lines. Together with ZPG, the proposed names were rated on how well they fit with these criteria.

Names and tag lines were tested through a donor survey and targeted polling and focus group interviews of current and potential donors and teachers. We found that stakeholders rely upon Zero Population Growth as the global population experts and that any new brand must continue to reflect this expertise. In our final analysis, the name “Population Connection” most closely matched the original criteria. This descriptive name was selected along with the complimentary tag line “Education and Action for a Better World.”

Working with our design partner, Simon Does, we presented a series of possible graphic representations of “Population Connection” to ZPG and worked closely with them to create a plan for brand conversion.

Results
By selecting a name that suits their donor interests, their advocates’ work and the public perceptions of their expanded mission, Population Connection is now well-situated to grow in recognition and stature. Through careful, strategic planning and research —including the solicitation of feedback from stakeholders—Population Connection successfully made the transition to a new, improved identity that will help strengthen their organization for many years to come.