CHAPTER FOURTEEN
What’s In A Name?

Opening this blueprint, the first thing we notice is the name printed at the top: Krishna Disaster Relief.

You might be surprised at how much time and thought went into selecting this name. At first I used the name: Hare Krishna International Disaster Relief Agency, or HKIDRA. I also tossed around the name, International Disaster Relief Agency (INDRA).

Actually, there were several factors that eventually led me to settle on Krishna Disaster Relief. The first had to do with noticing the graphics used by the television networks when reporting live from disasters. While interviewing a relief worker—I saw that close to the bottom of the screen—two lines of type, separated by a solid line, were always used. This is the standard format used by everyone. The top line of type gives the person’s name being interviewed. Below the stripe, the last line of type gives the name of that person’s organization. I began to notice this during the famine in Somalia. For example:

Linda Smith
World Vision

The obvious thing is that not much space is provided for the organization’s name. Hare Krishna International Disaster Relief Agency just won’t fit. They don’t provide more space.

These facts set the parameters and clearly I needed to come up with a shorter name. This is when I asked myself, "What’s in a name?" To answer this question, it helps to picture yourself in that big easy chair, knowing very little about Krishna, and watching the news.

Words mean things. What would this tell the world?:

Ronald Boutelle
HKIDRA

Absolutely nothing. This would be a very bad choice! Or, what about this?:

Ronald Boutelle
INDRA

Somewhat more pronounceable, but what does it really say? Again nothing. This would also be a very bad choice!

Remember, place yourself in the shoes of someone who knows very little about Lord Krishna. And keep our goal in mind. Also, sometimes news interviews are rather short and to the point, which makes the name we use even more important. They don’t necessarily mention the group’s name. But they always print it out. Now look at this:

Ronald Boutelle
Krishna Disaster Relief

What a significant difference the right words make. Krishna Disaster Relief tells anyone who reads it so many things, plus it includes the Holy Name. After seeing this, the person sitting in that big easy chair would naturally think: "Well, I’ll be—the Hare Krishna people are helping the victims of that horrible disaster. Gee, I never knew that they did that sort of thing. That is really nice of them." Sounds like appreciation to me. Everyone loves a hero.

The name, "Krishna Disaster Relief" states who we are and what we are doing. This name accomplishes the very thing that this blueprint is all about. It brings people in touch with the essence of God—the greatest hero. Heartfelt appreciation is a natural result. This is an excellent name to use!