What's in a Name?
A lot, found ChildFund International. To dispel misconceptions and better communicate the global scope of its brand, the 70-year-old organization recently embarked on a brand makeover that has invigorated staff and donors alike.
The scenario had become all too common for Christian Children's Fund. Mike Pressendo's young son had chosen to sponsor a Cambodian child through the Christian Children's Fund Web site. But when the Cambodian affiliate — called ChildFund Cambodia — sent his sponsor package, it immediately caused confusion for the boy. Why, when he had sponsored a child through Christian Children's Fund, was he now receiving information on the sponsorship from another organization?
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