What's in a Name?

"Folks were of the misimpression that we were an evangelical organization advancing the gospel," Pressendo says. "People [were] saying that [the rebrand] was being politically correct and things like that."

The FAQs section on the organization's Web site shows the straightforward tact with which it has handled the issue: "Although founded on Christian principles, Christian Children's Fund had not made evangelizing a part of our work for more than 30 years. We have a strong faith heritage, and we've never shied away from it. Many donors have shared that their giving is motivated, not because of our name, but because of our experience in making a difference in the lives of children. We will continue to serve children of all faiths."