What's in a name? The story of an NGO rebranding

Said Sefu, a mason, helps build one of the houses at a resettlement project site supported by Homeless International in Chamazi, Dar es Salaam in Tanzania. Will changing the NGO’s name help it attract more donors and investors? Photo by: Rémi Kaupp / Homeless International / CC BY-SA

On Sept. 16, Homeless International will be no more — at least in name.

The U.K.-based charity will be announcing its new name, a significant milestone in the organization's years of soul searching and role redefining in an increasingly competitive industry, where small and midsize nongovernmental organizations are forced to innovate and find ways to remain not only financially afloat but also relevant. Some go for mergers, others agree to be absorbed by larger aid groups and yet others choose to rebrand.

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About the author

  • Ravelo jennylei

    Jenny Lei Ravelo

    Jenny Lei Ravelo is a Devex Senior Reporter based in Manila. She covers global health, with a particular focus on the World Health Organization, and other development and humanitarian aid trends in Asia Pacific. Prior to Devex, she wrote for ABS-CBN, one of the largest broadcasting networks in the Philippines, and was a copy editor for various international scientific journals. She received her journalism degree from the University of Santo Tomas.