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.
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Before the rebrand, the organization had done research to gauge how its current constituency would feel about the name change. The research said that the organization would lose 3 percent of its supporters, and a larger percentage would be on the fence over it. So the organization wasn't surprised when it got flack from some constituents for making what they perceived to be a move away from its Christian roots.
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Abny Santicola
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