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.
In April 2009, the organization mailed a letter to constituents announcing that it would be changing its name to ChildFund International in July 2009. The letter explained the alliance and why the organization was changing its name, and emphasized that it did wonderful work for children under the old name and would continue doing wonderful work for children under the new one.
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