Charity names that don't communicate mission lose 60% of potential donors to confusion. "Hope Foundation" raises less than "Cancer Research UK" because donors need clarity.
Charity Commission Rules
Must include "charity," "charitable," or "foundation" if required by structure.
Avoid "National" or "Royal"
Requires approval. Don't use unless you genuinely operate nationwide or have royal patronage.
Mission in Name
"Cancer Research UK" beats "Hope Foundation." Donors know exactly what they're funding.
Easy to Remember
Volunteers will promote you by word-of-mouth. Complex names don't spread.
Check Existing Charities
Similar names cause donor confusion and lost donations.
Domain for Donations
.org.uk or .org preferred. .co.uk works but feels commercial.