Naming an organization is like naming a child: people have strong feelings! One key to success is to separate personal preferences from what is best, strategically, for the organization.

Until about a month ago, Forefront was Donors Forum — a venerable, well-respected organization that had been around for more than 40 years. In early 2015, we set out to rebrand our organization, and as of November 4, we are now Forefront. What was the process like, and what did we learn?

On this episode of Forefront Radio, our President and CEO, Eric Weinheimer (left) has a conversation with two of the other key players involved in the rebrand: Evette Cardona (center), Vice President of Programs at Polk Bros. Foundation and Vice Chair of Forefront's Board, who led our Rebranding Working Group; and Matt Brett (right), President of Substance, a Chicago-based creative agency who led us through the rebranding process.

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— Kathleen Murphy, Communications