In the ever-evolving landscape of nonprofit land trusts, adaptability, and clarity are key components for success. One crucial aspect often overlooked is the organization’s name, a vital element that encapsulates its mission and values. For these reasons, we have made a bold and strategic decision to change our name from El Rio Reyes Conservation Trust to a more transparent and compelling name – Kings River Land Trust.
This blog post is our first official sharing of our new name publicly. We feel compelled to outline the things we considered as a board and staff when exploring this name change. You may find it surprising that our organization has had two names already!
Our organization’s original, and legal, name is El Rio de los Reyes en Reedley Conservation Trust, which will remain unchanged for legal purposes. While this original name has legacy and character, its length is cumbersome and difficult for some of our supporters to remember. Our later move to the condensed, doing business as (DBA), version of El Rio Reyes Conservation Trust made good sense. Our new move to Kings River Land Trust (DBA) reflects the next phase of our growth.
As we continue to grow working with more landowners, granting agencies, sponsors, and volunteers we are in a unique position to make this shift. Our new name, Kings River Land Trust, speaks directly to what we are (a land trust) and where we work; the Kings River region. All this, while still holding the ideals that we have become known for: transparency, integrity, high ideals, and providing tools for the next generations to inherit healthy and productive local lands.
Below are the key factors our Board of Directors considered when deciding to change our name.
Regional Differentiation:
In a sea of conservation-focused land trusts (there are more than 220 in CA!), standing out is imperative. By choosing a name like Kings River Land Trust, our organization instantly aligns itself with its specific geographical area, differentiating it from others, and reinforcing our local connection.
Location Specific:
The importance of a location-specific name cannot be overstated. Kings River Land Trust clearly identifies the organization’s area of geographic focus, making it easier for the community and potential supporters to understand where our efforts are concentrated. Our work is focused on the King River watershed which is all lands in Fresno, Tulare, and Kings Counties that are supported by the water of the King River.
Timing is Right:
Change can be difficult, but timing plays a crucial role. We are currently undergoing significant strategic shifts, expanding our reach, and launching new initiatives. A name change becomes an opportune moment to reflect these transformations. We were recently awarded two large grants from the State that we will be utilizing over the next three years to expand our work. So, the timing is right for us to make this change now.
El Rio Reyes Translation Challenges:
The name El Rio Reyes Conservation Trust holds sentimental value, but in a practical sense, we have found it to be misunderstood by many. There is history behind our name, the River of the Kings has historic relevance, but clarity is essential for effective communication. Kings River Land Trust more clearly conveys what we are, where our work is focused, and that we are here to help landowners protect their lands from development. A name that requires explanation can hinder outreach efforts.
Shorter and More Memorable:
There is power in the brevity of a name. Kings River Land Trust is not only shorter, making it easier to say and write, but it is also bold and memorable, leaving a lasting impression on those who encounter it.
Logistical Challenges:
Undeniably, changing our name involves logistical challenges. This includes updating legal documents, rebranding materials, and ensuring a smooth transition without confusing stakeholders. However, our careful planning and communication will make for a fairly smooth transition. As our brand identity shifts you will recognize the same logo, colors, and graphics, but with our new name. This creates a more simplified and economical transition.
Legacy:
As a nonprofit, we have built a legacy associated with our existing name. The challenge lies in preserving the positive aspects of this legacy while embracing the need for change. Strategic communication like this article, and a transparent approach, help convey the reasons behind the shift while emphasizing continuity in our mission and values.
Over the coming weeks, you will see the rollout of our new name in our social media, website, emails, and printed materials. Our decision to rebrand as Kings River Land Trust presents a compelling opportunity for growth, clarity, and increased community engagement. While challenges undoubtedly exist, the potential benefits, including enhanced visibility and a more resonant identity, make the process well worth embarking upon. In the dynamic world of land conservation, embracing change can be a transformative step toward a more impactful and sustainable future for our Kings River watershed.
Should you have questions or anything to share with us, please email us through our contact form and we will get back to you right away! We appreciate your continued support and presence here.