What's in a Name?

These activities, Goddard says, helped staff members feel that the work they had done as CCF was respected and invigorated them for the new chapter ahead for the organization. It also enabled the organization to anticipate questions that donors might have that it maybe hadn't thought of.

"We had a lot of equity in the old name, and we had a lot of attachment as individuals, and supporters did, too," Goddard says. "We feel it's not abandoning our past. We're building on our past. I think you need to recognize that, and we celebrated the accomplishments by showing all of the memorabilia around the office and different awards we had gotten over the years under our old name. You have to respect the past, which we certainly do … .