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.
"That resonated with staff," she adds. "They were excited. We have staff that have been here for 20, 25, 30 years, and they appreciate the fact that we're appreciating their history and knowing that we're building on that, not leaving it behind."
The organization dipped its rebranded toe in constituent waters in September 2008, testing co-branded materials that said, "Christian Children's Fund, member of ChildFund Alliance." The tests showed no adverse impact, so the organization rolled out co-branded materials to all constituents.
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