To appeal to a new generation of philanthropists, the Brooklyn Community Foundation is ditching the word “foundation” and establishing itself with a new name: Brooklyn Org.
Jocelynne Rainey, who took over as president of the 14-year-old grantmaker two years ago, said the name change is meant to convey that the foundation serves the residents of Brooklyn and highlights the expertise of its people, instead of suggesting a “top-down” approach sometimes taken by grantmakers.
To complete the name change, Brooklyn Org purchased the domain name Brooklyn.org for just under $50,000, and received pro bono branding consultation from a Brooklyn-based firm. “The goal is not to rid the landscape of any and all institutional artifacts,” Sadhujan said of the rebranding process. “It’s to redefine an institution and to create a new sort of understanding of what they do, why they exist, and who they serve. “
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