I changed the name of my nonprofit from Project G.I.R.L to The Girl Narrative this previous summer 2018, and I don’t think I could have made a better decision for my business.
For the first 4 months of being Project G.I.R.L, things were going as any new business was going; we were beginning to build our foundation, our audience, and our marketing plan for the future. Later on, there were several issues that presented themselves that caused me to seriously reconsider our name.
1. Project G.I.R.L is great…but it’s generic
a. When I really got to thinking about it, When you hear the name Project G.I.R.L, you have no idea what we do, who we are, or what our goals are. It is beautiful and fantastic but is overall too generic. When you are building the foundation of your business there are two incredibly important things you need to have: consistency and clarity.
2. There were other organizations that had similar names
a. I remember when I was interviewing Gauri Kapoor, CEO and founder of the after-school program The Girl and I (read our article about her daughter in the program here!), she got confused because she tried to look us up, but found another nonprofit organization. This was also not a one-time-incident. We were constantly confused with other organizations that sounded similar or had similar elements to Project G.I.R.L
3. Our message wasn’t clear
a. This is the biggest reason that we changed our name. Project G.I.R.L tells you nothing about what we want to achieve or why we are important. You would be able to guess that we had something to do with young female empowerment, but other than that, you would have no idea what we do.
The Girl Narrative is unique, our own, and clearly states what we do. We TELL the Girl Narrative. We tell the stories of strong young women to inspire girls to be limitless. Now, with our new name, our partners like March Against Revenge Porn, Nonprofit Jenni, Live Girl (and more!), our audience, and our future customers (HINT! HINT!) will be able to find us, know us, and connect with us better. It doesn’t make it effortless, running a business is never effortless, but it does make things a little easier.
CEO and Founder of
Kapoor, Gauri. “Home.” The Girl And I, http://www.thegirlandi.com/.
Schoenborn, Sabrina “Mahika Chopra.” The Girl Narrative,
Juliett, Leah. “#MARCH AGAINST REVENGE PORN.” March Against Revenge Porn,
Hargrove, Jenni. “Home.” Nonprofit Jenni, http://www.nonprofitjenni.com/.
West, Sheri. “Home.” LiveGirl, golivegirl.org/.
Schoenborn, Sabrina “Home.” The Girl Narrative, http://www.thegirlnarrative.com/.