I agree that HAG isn't 'pleasant' in the general public eye, I also have doubts about the word 'group', it sounds somehow more reactionary and smallscale, rather than universal and deeply committed.

How about:

The Heritage Trust

'Guarding Our Ancient Heritage'

(that takes the piss so much i love it)

Sounds a bit like an unholy union between The National Trust and English Heritage... shiver...

You can only use Trust if it is an actual registered Trust.

Heritage Action Collective (HAC) ???

Amusingly so, but too respectable sounding. Agree about 'group' tho.

My original suggestion for a strapline was 'Caring about the past'. How about 'Protecting our past', or 'Working to protect our past'.

love

Moth