In early July the YMCA announced a name change to “the Y”. Following for-profit protocol they spent two years of analysis before launching their re-branding strategy. The Economist wrote an article titled “Profiting from non-profits” suggesting that sometimes the learning might flow best in the opposite direction – from non-profits to for-profits.

So many non-profits do an incredibly good job of growing deep relationships with all of their constituents – recipients, employees and donors. My job as a prospect researcher is such a joy because everything I do is about bringing donors and prospects closer to the organization. Not so many for-profits operate with such a successful emphasis on all of their relationships.

So tell me, what could the for-profit world learn from your organization?