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.
Other changes
The move from Christian Children's Fund to ChildFund International was more than just a renaming. It was a rebranding that served as a springboard to a new strategy to enhance supporter engagement and the organization's programs for children. A key to that strategy was establishing and maintaining consistency of brand, something Goddard says had fallen through the cracks over the years.
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