A simple search using Google for the term "bike collective" or "bike collective groups" returns the bikecollectives.org within the top couple results.  The top of our homepage clearly defines what types of groups are covered by the site.  And subscribing to the listserv is a single click away.  So, I do wonder whether the name of the group is the source of the problem surrounding lack of growth/participation and the real problem is in line with what Nicolas brings up - that certain groups of users are less inclined to search out info sources that are outside their comfort zone of apps/interfaces.  

I am doubtful that moving the listserv to a new platform will bring certain results and even if it did, how many months/years would it be before the technology again needs a refresh to keep up with a younger generation?  I don't have a great solution to offer but I did want to reiterate that although I have no problem with a more all-encompassing name I don't think it will generate more use without a multi-faceted approach.

Sincerely,

Sam H.