Mormons don't want you calling them Mormons anymore
The Church of Jesus Christ of Latter-day Saints is embarking on a rebranding effort of sorts. The church, commonly referred to as the Mormons, really wants people to stop using that word. It also wants people to stop using LDS as an abbreviation. From now on, it prefers that people use the church's full name, and when a shortened reference is needed, to just use "the Church" or "Church of Jesus Christ."