Nonprofits, Aiming for Relevance, Try On New Names

Something about the Council of Senior Centers and Services of New York City Inc. just did not sound right anymore.

For one, the council, a nonprofit organization, does not operate senior centers. It advocates against the abuse of older adults, helps them apply for rental and food assistance, and lobbies for affordable housing on their behalf.

A year ago, the council began a search for a new name. Neither its existing name, all 10 words of it, nor its initials, C.S.C.S., could live up to everything the organization had done and is doing, said Igal Jellinik, who has led the group since 1987.

By July, the organization was LiveOn NY.