I’ll preface by saying that I’m not deeply informed about the activities of the various non-profits in the technology alternative space (GFI, MII, New Harvest, Cellular Agriculture Society). However, based on my direct anecdotal experience working with some of these orgs, as well as strong impressions formed through working adjacent to them at a cell ag company, their relative rankings don’t line up with my understanding of their relative impact and competence. ACE’s comprehensive write ups don’t provide much more detail either. I worry that ACE has holes in their process that cause them to be systematically wrong about charities in the animal-alternative technology space. I would welcome more explanation for what went into these rankings.
I have a lot of respect for ACE, and I think that charity evaluation here is even more difficult than it is for conventional animal advocacy. However, if I were a donor, I would place very limited weight on ACE’s rankings for these orgs in particular, absent more info.
(I have no opinions ACE’s recommendations for other charities, and would probably still mostly defer to ACE there).
I disagree with 2 and somewhat disagree with 3.
Re 2 - I think there’s a lot of value early on to describing clearly what you do via your name, and particularly how you might be different than similar organizations. A big challenge for new organizations is building a network of people (donors, employees, advisors) that are excited about what the group is doing. Making it clear to people why they might get excited to you via your name is a way to make this process much easier.
If you expand your strategy in the future you can always rebrand. Rebranding is disruptive, but it often won’t be as harmful as missing out on valuable connections early on.
Re 3 - getting lots of feedback is great, and you make a good point regarding how to get feedback. However, I think you have to be careful about how you weigh that feedback. The more people who weigh in on something like this, the more likely you’ll end up selecting for something that doesn’t have downsides, rather than something that actively has upsides (especially non-obvious ones, such as clearly describing what you do).