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.
Though each affiliate handles its own fundraising in its own country, the organization now has a branding manual that all 12 follow within the context of their countries that outlines the scope and use of the brand.
The organization also launched a new Web site on July 1 that introduced the new brand and offers a lot more functionality to involve supporters in its work. For instance, sponsors who visit the site are invited to share their stories and connect with other supporters. The organization also created Twitter and Facebook pages, and is taking a much more integrated approach to its marketing, doing its media buying now through an integrated agency.
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