If you have graphic design experience, check out the on-going logo design competition at 99designs for the Singularity Institute. There are still 6 days left to enter and be eligible to win the $295 prize if your design is selected. Tell your friends with graphic design experience too. There are very few submissions currently.
Note: This is a blind contest. Designers can only see their own entries. All designs will be revealed when the contest ends.
If you're interested at getting a peek at the designs, they will be online after the competition is over. This is standard practice in 99designs contests to prevent designers from contaminating each other and having all the designs drift in a certain direction.
Big money is probably the the best argument. But you also have to ask who you need to convince to mitigate risks from AI, e.g. who you want to implement your formal definition of friendliness. The answer to this question is likely not Thiel but some AGI researcher working on an academic project, some big corporation like IBM or a government. In most cases having Singularity in your name or talking about transhumanism will make them delete your e-Mails. This has nothing to do with being dishonest but social engineering, being aware of public perception and using an euphemism if possible.
If the SI were known for two things - both organizing the annual Singularity Summit and also sponsoring a peer-reviewed Electronic Journal of Friendly AI Research (EJFAIR), then I suspect it would have the best of both worlds. Neither activity is so disreputable as to tarnish the good reputation derived from the other (within relevant subcultures).
To my mind, the real threat to SI (or SIAI) credibility is the perception that it is an isolated intellectual subculture, speaking only to itself, and not engaged in an open and critical dialog with other AI researchers. Choosing the right euphemism for use in the name of the organization is not the most important task in this PR battle.