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.
"I don't think this organization realized how to leverage the online channel—even something like [search engine optimization (SEO)]," says Pressendo, who joined the organization in September 2008, having previously led the marketing and branding initiatives at the Make-A-Wish Foundation of America. "Our old Web site was not optimized for search. To me, that's probably one of the most elemental, basic things that you need to do to be effective at online marketing.
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