What's in a Name?

Like most organizations, ChildFund International is down in terms of revenue. But thanks to diligent monitoring before and since the name change, Pressendo is able to tell to what degree the economy is accounting for that deficit versus loss of constituents due to the rebrand.

"We knew we wanted to monitor and measure the impact of our rebranding, so we started more than a year ago just monitoring some of our baseline activities, you know, inquiries, cancellations, all that kind of stuff," Pressendo says. "And we noticed an uptick in what we call cancellations. So it may be somebody that just stops paying, or somebody that calls to cancel. But we keep them in what we call our delinquency cycle for seven months as we attempt to win them back. In many cases, people just don't even realize they did it because their credit card expired or they got a new card number or they changed bank accounts or whatever, so that's a significant number of them.