Coefficient
Multiplying impact
- Renaming
Coefficient Giving (formerly Open Philanthropy) is a philanthropic funder and advisor that partners with donors to direct funding towards causes that are important, neglected, and tractable—those where additional resources can make the greatest difference. The name Coefficient captures their shift from single donor-focused funding to a more collective approach: “Co‑” signals collaboration with other donors, while “efficient” underscores a focus on cost-effectiveness. Finally, a coefficient is a multiplier, which captures how they aim to amplify impact together.
What we did
As Open Philanthropy underwent an entire rebrand, we worked with a transition team including their communications director, CEO, and key stakeholders across the organization to fully understand the name’s critical role in their public repositioning. We also worked in parallel with the design studio Upstatement, who brought the Coefficient name to life.
In their words
We knew any name would take some getting used to, but this one seemed to capture something essential about our work in a way that “Open Philanthropy” no longer did.
Naina Bajekal, Director of Communications
What was the deal with…
Trademark
We knew that the name would need to be trademarked in the US. Coefficient received a ‘B’ in our preliminary screening before being further vetted by their counsel.
URL
When paired with “Giving” and a .org TLD, Coefficient easily found a home on the internet.
The decision
Coefficient was presented as an early concept in our kickoff workshop, and it immediately stuck with the leadership team. Although there were more strong contenders throughout the process, Coefficient was always the name to beat.