I don't see how you could do it without making changes to the code. The "From" field on that form will only accept an email address, and if you put in anything that doesn't look like an email address, you will get the "Please fill in all required fields" error.
It seems like it should be a minor change because the vbulletin email functions allow specifying something like "NAME OF THE SITE <dem@nameofthesite.com>". But I tried just taking out the check for email address format and I didn't get any emails at all, so I'm not sure what's going on.
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