Charity brand name change challenges

Our charity has recently merged with one we've been working closely with for many years. It is a very sensible and common sense decision.

From a branding and digital point of view, we are renaming and introducing a new corporate identity and launching it to both sets of supporters. 

That sounds pretty simple.

We're now quite a few weeks into the project and we're still discovering new items to add to the to-do list.

With a simple name change third party organisations (like Facebook, Twitter, JustGiving etc)  handle it in very different ways. For instance, to change Facebook you have to send in a utility bill. So, that will be 3 months after launch. This severely impacts what we do with printed and digital materials at launch and means an update later.

For payment gateway integration NetBanx needs a new SUN number from our bank - that will be a seven step process - potentially impacting DDs, donations, event sign ups. The list goes on and on.... There is some good news. Twitter is simple.

In the 'olden days' I think it would have been so much simpler. But now with so many different digital third party sites and integrations, the impact is widespread. It makes me think of the butterfly theory

 "It has been said that something as small as the flutter of a butterfly's wing can ultimately cause a typhoon halfway around the world." Chaos Theory

Hopefully we can avoid chaos, as much as we can.