Brooklyn Org’s rebrand ditches ‘foundation’ from its name for being ‘old’ and ‘controlling’

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.

“There is nothing wrong with the word ‘foundation,’” she said. “But there’s a perception that we’re hearing from the next generation of givers that ‘foundation’ feels a little old and a little controlling.”

Rainey’s goal is to attract new donors and make the grantmaker — which awards about $12 million each year to a range of causes, including justice reform, housing, and health — as recognizable as the Brooklyn Museum or the Brooklyn Academy of Music.

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 change comes at a time when an increasing number of Americans are giving philanthropy the side-eye. This year, 26% of people said they distrust philanthropy, up five percentage points from last year, according to a survey conducted by Independent Sector, a membership organization of nonprofits and grantmakers, and Edelman Data and Intelligence.

But philanthropies wanting to totally shed their previous identities should exercise caution, said Sruthi Sadhujan, senior strategy director at Hyperakt, a branding firm that has worked to recast the public image of several grantmakers, including the Ford Foundation.

Sadhujan said there is enormous pressure for foundations to shed their image as organizations that can…